L'ERA NASCENTE

For the unveiling of the new BMW iX3, we developed a campaign key visual inspired by the concept of energy: a luminous core expanding outward, generating a color perpetual expansion. This concept became the foundation for a series of generative visuals in constant evolution, designed to take over the LED walls and storefront windows of Rinascente. The result was a dynamic visual system that transformed the launch into an ever-changing expression of energy and innovation. Inside the store, visitors could take part in an interactive experience dedicated to the features of the new vehicle. We designed and programmed a quiz in which each answer activated a corresponding element within the generative visual system. As participants moved through the quiz, their choices shaped a unique graphic composition in real time. At the end of the experience, the generated visual was printed as a custom poster, turning a digital interaction into a personal and collectible artwork.