Animation: BMW London

Client: BMW, Mindseye
Project: Media Wall Animations - London, UK
Format: LED pitch screen
Year: 2012
Role: Video Designer and Animator

Media Wall Animations

In Summer 2012 BMW commissioned me and my creative agency PLASTIK to create animations for their newly refurbished flagship store in London.
The animations are displayed on a giant RGBW LED media wall at 25mm pitch spanning both floors of the main stairwell at the Park Lane location. This is diffused behind etched glass to create atmospheric visuals that flood the space with light.
The animations were designed as part of the overall lighting design - considered both as a light source and an atmospheric tool. The nature of the diffused LED screen meant that the content had to be bold and atmospheric, avoiding the frenetic animation style often associated with LED screens in a retail context. 
The inclusion of a 'white layer' as well as the standard RGB allowed me to achieve soft, pastel tones not usually available on screens like this.
Client: BMW/Mindseye Animation: Simon Eves for PLASTIK

Media Wall Concept

Animation 1 - BMW Design

This animation focussed on the complex process involved in the initial concept development and creation of a new BMW car. Using video footage of designers at work, this animation blended super slow-motion with coloured light-leak effects to create an atmospheric loop focusing on the human and mechanical movement involved in the design process.

Animation 2 - BMW Heritage

This animation focuses on the history of the BMW brand, from 1916 to the present day. The 'kidney' motif is adapted to create a portal through which the viewer is transported along the timeline of various iconic BMW cars. The designs 'grow' from blueprints into fully rendered photographic images.

Animation 3 - BMW M Brand

This animation was designed to reflect the power and aggression of BMW's M-brand. Using footage from the Motorsport archive and detailing specific to the M-brand, the animation switches between detailed slow-motion and controlled bursts of power and energy.

Stills & Video Gallery

Team Credits

Simon Eves

  • Message
  • Creative Director

Project Tags

  • bmw
  • Retail
  • London
  • animation
  • motion graphics
  • led
  • showroom
  • Automotive

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