On the occasion of the IAA motor show, the BMW Group sends out a powerful visual statement about sustainability, the circular economy and electromobility. A light show projects trailblazing messages onto the BMW headquarters – the Four-Cylinder.

Munich. Tonight a spectacular light show will light
up the façade of the BMW Group headquarters in Munich on the occasion
of the IAA Mobility 2021. Four different animations addressing the
transition to future mobility will be projected on the world-famous
architectural icon that is shaped like a four-cylinder engine. The BMW
Group’s current messages will be conveyed by the 99-metre-high
building in the form of powerfully expressive, brightly coloured
animated sequences. Head of BMW Brand Communication and Experience,
Stefan Ponikva, emphasises the particular significance of the BMW
Tower and the importance of this campaign: “The Four-Cylinder is the
architectural icon of the BMW Group and a distinctive landmark in the
city of Munich. We’re keen to send out a powerful signal to the world
in support of a sustainable vision for a circular economy.”

“The BMW Group continues to reduce its CO2 emissions and
is consistently expanding the circular economy: technological
advancements and innovative drive will enable us to tackle today’s
challenges together. That’s our unequivocal mission. And we intend to
demonstrate it at the IAA Mobility 2021,” says Alexander Bilgeri, Head
of Strategy, Services, Media House, Market Communications Europe,
China at BMW.

Cycle of four animations focuses on the BMW Group’s circular economy

The various sequences on the cylinder-shaped façade visualise the BMW
Group’s approaches to CO2 reduction, climate neutrality and
the circular economy over the entire lifecycle of an automobile. From
low-impact extraction of raw materials and energy-efficient production
through to maximum efficiency during the customer use phase and
recycling at the end of the product’s lifetime.

A sequence of different projections illustrates this cycle,
showcasing the circular economy – the BMW Group’s guiding theme at the
IAA 2021 – as well as the company’s accomplishments to date in the
electrification of its vehicles and the use of innovations such as
those in the area of digitalisation. One of the animations visualises
the transition from the combustion engine to electric mobility:
starting with the virtual up-and-down movement of pistons to portray
the combustion process in the cylinders, this then transforms into
colourful pulsating battery cells, finally announcing the status
“Fully Charged”. Another sequence is dedicated to the circular
economy. At the beginning of this animation, the building shell of the
Four-Cylinder Tower appears to melt, after which the inside of the
cylinders fills with liquid metal. From a vortex, the silhouette
gradually emerges of the “BMW i Vision Circular” – the study vehicle
being premiered at the IAA that symbolises the BMW Group’s extensive
expertise in the circular economy. The following words appear at the
end of this sequence: “WELCOME TO IAA. LET’S RE:IMAGINE TODAY.”

Film music creator and Academy Award winner Hans Zimmer provides the
musical background for the light show; the sound collaboration was
realised by Remote Control Productions, one of Zimmer’s companies.

Over 16 million pixels from 36 projectors make the Tower light up

The premiere of the light show for the IAA will start tonight at 9:30
pm and further projections are planned for the days to come. Involving
36 projectors with over 16 million pixels, the show consists of the
four animations being projected in succession on three sides of the
building’s façade. The complete series of four illuminations lasts
about four and a half minutes. The show then starts again, finally
ending for the day at 11 pm. Visitors have a particularly impressive
view of this unique illumination from BMW Welt and the BMW Museum. For
the duration of the IAA Mobility 2021, other public events relating to
the mobility of the future will be held at these and other locations
around the BMW headquarters and also in the city centre of Munich.
With its new “Open Space” event concept, the IAA leaves the exhibition
halls for the first time to engage in discussion with citizens on the
subject of future mobility. One example of this is the BMW Circular
Lab, where visitors can discover the future of sustainable mobility
under the motto “RE:THINK, RE:USE, RE:DUCE and RE:CYCLE”. The BMW
Group’s entire trade fair presence at the IAA Mobility 2021 is based
on the guiding theme of sustainability. But nowhere is this message
brought to life more vividly than on the brightly lit BMW
Four-Cylinder towering into Munich night sky.