Munich | At IAA Mobility 2025, BMW’s presentation around the new iX3 shows how strong content and meticulous attention to detail lay the foundation for a truly successful brand experience.
BMW at IAA: Content Is the Strongest Motor
For its IAA inner city shwocase, BMW has taken over the entire open space in front of the National Theater in Munich. The focus is clearly on e-mobility: different brands and facets of the BMW world are arranged in a circle, with the new BMW iX3 showcased in a covered section at the rear. This serves as both a visual anchor and a central point for visitor flow.
The open half of the circle features smaller LED walls and interactive LCD touchscreens sharing information on topics such as e-charging. The displays are generously sized and thoughtfully integrated into the overall design. Even on the cloudy day we visited, the content was crisp and easy to follow.
LED columns and monuments
At the heart of the circle lies an open space for car presentations, enhanced by Kuka-operated mirrors (we unfortunately missed the live show). Slender LED columns rise around the area, echoing the form of the monument positioned at the center.
The highlight, without question, is the presentation zone for the BMW iX3. While the LED setup is strong, the area itself could have benefitted from a bit more breathing room compared to other stands. That said, the content more than made up for it: the loop seamlessly blends emotion with information, using dynamic special effects and varied color schemes to keep the storytelling engaging. Even the ceiling-mounted LED, which illuminates the vehicle, is integrated into the show.
A seamless mix of analog and digital
At invidis, we often point out that effective storytelling doesn’t rely solely on digital signage—and BMW’s space is a great example. One standout detail was a presentation column clad with metal plates that shift in the wind. As they move, they create patterns of light that reflect across the screen inside, connecting the physical installation with the digital content to form a truly seamless experience.
IAA Open Space – invidis Check: BMW
- Signage High: Digital signage content that perfectly supports storytelling.
- Signage Low: Some LED screens with shorter viewing distances could have used a finer pixel pitch.
- Favorite Detail: The ceiling LED above the iX3 was carefully adjusted to avoid reflections on the windshield.
