BMW. the rad°hub


On the occasion of its 100th anniversary, the BMW Group launched the rad°hub, an international and interdisciplinary format to explore the challenges of an increasingly mobile society and to shape the future of mobility.

The visual concept is based on the functionality of a technical membrane that interacts with the environment – here the internal and external world of the company. The membrane itself consists of multiple levels and ever smaller particles (cells), each representing an idea. The hexagonal shape forms the natural building structure as the most efficient use of space and allows individual cells to interlock in different sizes.

The center of the event was a built as a rotunda and realised as a 360° circumferential projection.