The Transformation of Landmark

In the public’s view, German carmakers were lagging behind in electric mobility. But with 100,000 electrified vehicles delivered in 2017, BMW outshone even brands like Tesla.
It was time to share this fact not only with our competitors but also with the entire world. To spark a shift in perception and celebrate this business landmark, we spectacularly transformed our oldest landmark, one that has never been used before for communication purposes. The four-cylinder tower in Munich – BMW’s headquarters and symbol of the gasoline engine – became, thus, on 18 December 2017 an icon of BMW’s vision for the future. A carefully choreographed spectacle of light turned the four cylinders into four 101-meter-high electric batteries. Over 500 mobile headlights and projectors, 128 tons of equipment, 820 m3 of material and 6 months of planning transformed a landmark into an iconic image generating over 148 million PR impressions worldwide.