BMW is holding its first-ever art-driven motor show in its luxury class showroom in Wan Chai, Hong Kong this month.
The brand’s “The Art of Decoding” event involves an interactive experiential concept featuring six key aesthetics encouraging visitors to learn more about the BMW DNA.
Different zones at the exhibition showcase 19 BMW art pieces, which participants can “decode” using smartphones to learn the stories behind each car model on show.
Visitors are invited to register online to receive a personal QR code to be activated on site, before taking photos of a “digit wall” using AR technology to decode the numerical visuals and integrate art aesthetics into the photo.
Visitors can also present their QR codes on the interactive digital interface, select their favourite illustrations depicting the craft and design of BMW classic series designed by a local artist and create their own personalised branded postcards using their own names.
Through “The Art of Decoding” journey, visitors will experience BMW contemporary aesthetics, craft and design, decoding the stories behind every art piece and luxury model
The event will showcase the latest X5M and X6N models alongside several classics through to July 26.