BMW Group - Mini / Parallels

BMW Group - Mini / Parallels

BMW Group - Mini / Parallels

The studio was invited to create an abstract installation for the re-launch of the ever popular Mini car. Parallels is a feature installation of three rings, each with a diameter of 1.5 metres. The rings are fixed to the wall one metre apart and each reflects a tunnel of laser-generated light measuring 10 metres in length, creating a virtual 'space inside a space'.

Visitors move around and between the cylindrical bodies of light, free from physical boundaries. Each light tunnel forms a separate, enclosed, atmospheric world. The colour spectrum of light ranging from diamond white, through turquoise, to a powerful dark blue. The light cylinders use motion sensors to engage visitors in an interactive dialogue.

The visitors’ movements trigger feedback in the form of changes in colour and brightness, as well as atmospheric sound effects. This action and reaction generates an emotional connection between the installation and the visitors, who become its focal point, turning it into a personal experience through their movements.

Location: Milan
Date: 2014
Client: BMW Group - Mini
Collaborators: BMW Group - Mini
Role: Installation design
Photos: James Medcraft

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