Projects · Brand experience · 2024
Make it Real
Details
Client: BMW Italia
Studio: Cabinaa
Role: Experience Designer & Creative Producer
Type: Multisensory brand experience
Location: Milan, 2024
Technology: Interactive drawing board with AI, self-playing piano, custom software
Story
The new BMW iX2 embraces genuine human emotion in a digitally dominated world. To launch it, BMW Italia commissioned its first multisensory journey: an experience structured in three touchpoints — sound, digital illustration and perfumery — built around the idea that technology and artificial intelligence, combined with human creativity, form the alchemy needed to design a future worth inhabiting. In The Sound of Joy, a self-playing grand piano performs in a room of red neon; in The Art of Joy, guests draw freehand on an interactive board and watch AI transform their strokes into finished illustrations; a third space translates the same idea into scent.
As Experience Designer and Creative Producer, I developed the interactions that would carry the concept through each touchpoint and identified the advanced technologies that could make them genuinely surprising. I then sourced and briefed the talents and technical partners who built the installations, and followed the project through production to the final moments on site, making sure every detail of the experience was delivered as imagined.