A street-level window in New York City behaves like a digital mirror. As traffic passes, the “reflection” transforms everyday cars into BMW i3 and i8 vehicles, giving passersby a glimpse into the near future.
The context. BMW i and “Born Electric”
The upcoming BMW i vehicles look distinctly futuristic and are positioned to arrive as early as late 2013. To build awareness for the BMW i Born Electric Tour in New York City, BMW reinforces a simple message. The future is closer than you think.
The execution. A live reflection that rewrites reality
BMW turns a window at the event location into a real-time “reflection” of passing traffic. The system captures what is happening on the street and swaps the vehicles in the live view for BMW i models, so the future feels present in the exact moment people walk by.
Why this works. Low friction, high surprise
The interaction requires no download, no instruction, and no commitment. It is immediate, legible from a distance, and designed for public curiosity. The value is the reveal. A familiar street scene. Then a future version of that same scene.
A few fast answers before you act
What is BMW i Window Into the Near Future?
A street-level installation that turns a window into a live digital “reflection,” transforming passing traffic into BMW i3 and i8 vehicles.
What is it promoting?
Awareness for the BMW i Born Electric Tour in New York City and the idea that the future is closer than you think.
What is the main user behavior?
Walk by, notice the window, and experience the surprise as the street scene is transformed in real time.
Why is the window format effective?
Because it uses a natural behavior. Looking at reflections. Then subverts it with a future-state overlay.
What is the transferable pattern?
Place the experience where attention already exists, then deliver one high-clarity transformation that makes the product promise tangible.