BMW. the rad°hub
EVENT COMMUNICATION, VISUAL AND GRAPHIC DESIGN
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 structural center of the event was a built as a rotunda, which was realised as a 360° circumferential projection.
As part of the exhibition “Iconic Impulses. The BMW Group Future Experience” the rad°hub took place first in London, then in Los Angeles, Munich and Rotterdam.
The name rad°hub is derived from the unit radian, which is represented by the symbol rad (°) and measures the angular velocity of the Earth’s rotation. ‘Rad’ also is the German word for wheel, the most important invention in the history of mobility. Therefore ‘Rad’ symbolises the movement of the earth and the history of mobility.
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