The BMW I Vision Dee

BMW I VISION DEE for CES 2023

BMW Takes a Step Towards the Future with i Vision Dee Vehicle at CES 2023

Client: BMW
Year: 2023

BMW, as one of the biggest automotive players in the Metaverse Game, is always striving to be one step ahead.

The company believes that the future of mobility must be a triad of electricity, circularity, and digitality. However, the challenge is to make this usable, accessible, and enjoyable for people.

At the Consumer Electronic Show (CES) 2023 in Las Vegas, BMW presented its i Vision Dee - a visionary vehicle that enables a completely new kind of interaction and communication between humans and technology.

By being a vehicle for all senses, the BMW i Vision Dee transports this relationship into the future and showcases a new dimension of driving pleasure.

The vehicle adapts to the driver's habits and suggests destinations to navigate to or entertainment programs. It provides information, news, calendar entries, and social media posts. In this way, the vision vehicle becomes a companion for people beyond the streets and into the virtual world, like a best friend who can be relied on and never short of good advice.

The BMW i Vision Dee is all about the perfect integration of virtual and physical experiences. The company understands that whoever excels at integrating the customer's everyday digital worlds into the vehicle at all levels will succeed in mastering the future of car-building.

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Brief

Journee was tasked with finding an entirely new way to offer a virtual driving experience to the driver, covering the entire windshield of the i Vision Dee. Without requiring any VR or XR appliances for its showcase and premiere at the CES in Las Vegas.

This challenge required a unique approach to designing and implementing an immersive experience that would showcase the vehicle's innovative features. Additionally, we aimed to discover a way for individuals who couldn't attend CES to access and encounter the i Vision Dee's innovative features in a virtual environment from their homes. This required creating a digital experience that could be accessed remotely and that would provide users with an engaging and interactive experience that captured the essence of the i Vision Dee.

Solution

Journee collaborated with NSYNK and Usaneers to create an immersive, mixed reality in-car driving experience for BMW, which was the first of its kind.

The driving simulator, approximately three minutes in length, was entirely created in CG/Unreal and played on a massive LED wall in front of the real car.

This allowed the driver on stage to have a perfect simulation of driving through real and surreal Las Vegas. The mixed reality slider's various stages and functions were illustrated and experienced in high-quality, fully immersive mode from within the car during the drive. The driving experience design was seamlessly developed from the real world Las Vegas to a full surreal metaverse environment by NSYNK and Journee.

NSYNK's expertise in virtual/augmented event installations and productions also ensured a smooth on-site event setup and drive-sim experience for over 16,123 visitors, car enthusiasts, and press partners.

Success

Journee and BMW's lead creative agency, The Game Group, collaborated to create an immersive virtual game experience called 'Joytopia - A Quest to Dee' that allows individuals worldwide to learn and experience the key features of the visionary vehicle - I Vision Dee.

The game is designed to be multi-level and emotionally engaging, where users are invited to embark on a mission to find Dee with the guidance of international superstar Arnold Schwarzenegger.

By playfully exploring different levels and islands, users can learn more about Dee's unique and innovative nature. Once the mission is complete, users can interact with the ultimate companion Dee both inside and outside and even save their Ready Player Me Avatar with the iconic Silverglove. The game's graphics are meticulously crafted and aim to showcase the power of companionship while traveling through the virtual world, providing an opportunity for those who couldn't attend CES to experience the visionary vehicle - I Vision Dee.