BMW — Dimensions of Real

Directed by Universal Everything and represented by ATRBUTE — the house AIM shares its leadership, its ownership and its roster with. Dimensions of Real is an immersive, interactive exploration of automotive forms and emotions, created in collaboration with BMW Designworks LA, and film composer Hans Zimmer. Series of four experiences interpret and conceptualise key elements of the BMW electric vehicle design ethos. It starts with the one-dimensional 'Calm', where the vehicle is formed through the stillness of the visitor. 'Confidence' moves into 2D, revealing sections of the form as the visitor follows a linear path. 'Joy' brings in a third dimension, as the environment amplifies free movement and expression. Finally, 'Surreal' plays with space, time and memory within an immersive mirrored space. Dimensions of Real conceptualises shapes, colours and sounds of electric vehicle car design, reimagining and remixing them through a generative system. Going beyond cinema resolution, it's an ambient, intimate and intuitive realtime experience. The effect is otherworldly, contemplative, and subtly different for each visitor. First exhibited at the Consumer Electronics Show (CES) 2022.