Every year, BMW China hosts an extraordinary event – the Destination X tour.
Starting in four different cities in the country, 4 teams of 40 participants each drive for a week towards a central meeting point. Thus creating an enormous X on the country’s map and experiencing the beauty of the landscape. They test their driving skills with the BMW X models along the way.
The online site was to mirror the event’s core atmosphere: discovery. A layered explorable 360 degree environment greeted users, inviting them to pan around and click on information panels that were set into the landscape. The perspective was set to Guilin, the target city of the tour. By panning, people looked towards the start cities, which were laid out according to their true point of compass. The landscape was artificially composed out of the areas’ true sights. The es names of the start cities were placed into the scenery like large Hollywood signs. Clicking them zoomed up into the scene and into a flight through the clouds. Eventually, the viewer would reach another scenery. A more intimate one, with all sorts of information about the destination and the according leg of the tour.
The website featured daily updates on embedded Google Maps routes and made for the largest number of registrations in the history of the tour.
Job: BMW Destination X 2009 event experience website
Client: BMW China
Year: 2009
Agency: Interone China
Role: Creative concept, Design Lead
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