THE ALL-NEW BMW iDrive
concept, art direction & supervision of production
What began 20 years ago with the introduction of a rotary dial and a digital display is now an all-encompassing, intelligent, multi-sensory experience tailored to the user at hand. That is what the new BMW iDrive represents. It brings about another paradigm shift – this time to a natural dialogue between the user and their vehicle: more intuitive, personal and inspiring, but also engaging on an emotional level.
BMW iDrive creates a personal relationship and natural dialogue between the user and vehicle.
Project at Elastique. cologne
for BMW Group AG