In honor of the largest motor show worldwide, the IAA in Frankfurt, yellow is designing the first regional brand presentation of BMW's sub-brand, BMW i. In an area of 270 square meters the BMW i Superspace allows you to experience the new sub-brand in the form of a kinetic object, the Lens Flare mobil, a self-composed audio experience, and a photo app. 

The kinetic object is the logical and emphatic implementation of the new BMW's sub-brand corporate design.

The core themes of the new sub-brand BMWi were musically interpreted and used inside the Ball-Chairs at the fair and other events. Composition: Ramin Bijan 

In light of these exhibits, yellow and the BMW Group have joined forces on a new path to conception and didactic: An individually designed robot arm medially interacts with animation and light motion to strikingly present relevant topics, and is the central focus of this experience-based exhibit.  Users can select theme-based choreographies on a touch-screen interface. 

An individually designed robot arm is the central focus of this experience-based exhibit.