BMW’s ‘Art of Decoding’ experience in Hong Kong starts with a QR code
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BMW is holding its first-ever art-driven motor show in its luxury class showroom in Wan Chai, Hong Kong this month.
The brand’s “The Art of Decoding” event involves an interactive experiential concept featuring six key aesthetics encouraging visitors to learn more about the BMW DNA.
Different zones at the exhibition showcase 19 BMW art pieces, in which participants can “decode” using smartphones to learn the stories behind each car model on show.
Visitors are invited to register online to receive a personal QR code to be activated on-site, before taking photos of a “digit wall” using AR technology to decode the numerical visuals and integrate art aesthetics into the photo.
Visitors can also present their QR codes on the interactive digital interface, select their favorite illustrations depicting the craft and design of BMW classic series designed by a local artist and create their own personalized branded postcards using their own names.
Through “The Art of Decoding” journey, visitors will experience BMW contemporary aesthetics, craft, and design, decoding the stories behind every art piece and luxury model
The event will showcase the latest X5M and X6N models alongside several classics through to July 26.
Questions & Answers
Q.What is the core concept of BMW's 'The Art of Decoding' event?
What is the core concept of BMW's 'The Art of Decoding' event?
The event is an interactive experience featuring six key aesthetics that encourage visitors to learn about BMW's DNA. Participants use smartphones to decode stories behind 19 BMW art pieces.
Q.How do visitors interact with the exhibition and create personalised items?
How do visitors interact with the exhibition and create personalised items?
Visitors register online for a QR code, use AR to decode visuals on a digit wall, and present their code at a digital interface. They can then select illustrations to create personalised postcards with their names.
Q.Which BMW models are being showed at this art-driven motor show?
Which BMW models are being showed at this art-driven motor show?
The exhibition shows the latest X5M and X6N models. Several classic BMW models are also on display as part of the 'The Art of Decoding' journey.
Q.Where is this event taking place and for how long will it run?
Where is this event taking place and for how long will it run?
The event is being held in BMW's luxury class showroom in Wan Chai, Hong Kong. It will be running throughout this month, concluding on July 26.
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