BMW at CES
For CES 2022, I led the development of ‘Dimensions of Real’ — an immersive experience that redefined the perception of future mobility. Working with my team at The Game, alongside BMW Designworks and BMW in Munich, we created something that went beyond a tech demo.
The experience guided visitors through different emotional and sensory dimensions, transforming abstract ideas into a tangible, interactive space. CES is overwhelming by design — everyone competes for attention with screens and specs. We went the opposite direction: a space you feel before you understand.
My involvement went beyond the conceptual — I contributed to the technological development of a color-shifting vehicle, leveraging technical expertise that extended my role from creative direction into hands-on innovation.
CES 2022
Event
Dimensions of Real
Concept
25K+
Visitors
Creative Lead
Role
challenge
Bring BMW to CES 2022 in a way that stands out — in a sea of tech demos and corporate booths. Create an experience that people remember, not just another screen with specs.
approach
I led the development of ‘Dimensions of Real’ — an immersive, multi-sensory installation. Working with The Game, BMW Designworks, and BMW Munich, we guided visitors through emotional and sensory dimensions that transformed abstract mobility concepts into something tangible.
impact
‘Dimensions of Real’ set a new benchmark for brand storytelling at CES. 25K+ visitors, 50M+ media impressions, and a color-shifting vehicle that proved BMW’s innovation extends far beyond the road.