It was time again for one of the biggest automotive consumer event of the year in China – the Destination X tour.
And once more, starting in four different cities in the country, 4 large teams or a total of 192 participants drive for one week towards a central meeting point. The X their routes create on the country’s map is different every time and in 2010 the final stage where all teams would meet up with their X1, X3, X5 and X6 Hybrid BMW SAVs at was in Chengdu.
This time, we wanted to give people a deeper experience. Again it was the stunning landscape that would determine the unique experience of the tour. But instead of just showing the web audience where they might find themselves, should they join the event, we wanted them to feel like they are actually traveling.
Thus the site presented itself with the event’s travel map on the bonnet of the new BMW X1 and entering the tour was possible at any given point. One would then be taken into a breathtaking view of that scene, just the way it would be in real life. It was even more impressive in fullscreen mode, and all landscapes would be sonified to make for a near-life audio-visual experience. The reduced amount of navigation elements on screen made it possible to truly enjoy the environment and read background information stored in the discovery hot spots.
In order to complete the feeling of real traveling, a camera functionality would allow to take pictures of anything and any desired angle. The images could then be arranged into a travel book pdf.
Job: BMW Destination X 2010 event experience website
Client: BMW China
Year: 2010
Agency: Interone China
Role: Creative concept, Design Lead
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