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- Even the “Intake” escalator building, which penetrated the façade at an angle, signalized that a novel interior awaited visitors to the familiar BMW exhibition building at the IAA and formed the prelude to a scenic tour through the BMW world. Expectations were focused and suspense generated in an upwardly moving light tunnel. They were rewarded with a superb view of the trade show hall on exiting the tunnel. Visitor tours explored three spiral-shaped levels going downwards and went past superspaces for the product highlights. The all-encompassing Efficient Dynamics theme was communicated by a diagonal pathway on the ground floor.
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Client BMW Group Location IAA 2007, Frankfurt / Main, Germany Project-Team Bernhard Franken, Christoph Cellarius, Lotte Stürmlinger, Eduardo Costa, Alexander Glaser, Cathrin Loose, Tanja Schaile, Berthold Scharrer, Isabel Strelow Partner IBZ+L
Status realised 2007 Dimension 6.800 m²
Efficient Dynamics
Narrative Spaces
parametric
semantic
scenographic
ritual
Rituals create both movement
and meaning in spaces, as with the liturgy and the theatre, linking the real to the abstract. Ritual is the means of inflecting the sublime and the ethereal into a narrative.