BMW
The race track brought to the surface.
Vehicles, designs or prototypes that have made history: The BMW Museum is located directly opposite the BMW World in Munich. Here, the BMW brand from its beginnings to the present day becomes an experience in a class of its own. Lively, breathtaking and multifaceted. With great attention to detail, the individual rooms are thoughtfully designed, interactive and surprising – including the new BMW touring car room. We at atelier 522 were allowed to breathe new life into the exhibition and experience area.
Ready, Set, Go!
Touring car racing is one of the most exciting forms of motorsport and offers an unforgettable experience for both drivers and spectators. The races are fast and exciting, and it is fascinating to see the cars in full swing. The atmosphere at each race is unique. The spectators and fans are enthusiastic and passionate. They can experience the excitement and thrill first hand while watching the drivers give their best in each race.
Hardly surprising that we wanted to bring this invisible bond of fan friendship to the surface – adrenaline-filled and spectacular. In the form of an interactive exhibition on the history of touring car racing and its successes. For this, we breathed life into the existing touring car room in the BMW Museum with 6 exhibits. On an area of 240 square metres, vehicles from 1972 to the present day are presented in a multimedia setting.
| Service phases: LPH 1 – 9 |
| Total area: 240 m² |
| Construction time: 6 weeks |
The world of touring cars
Here, the focus is clearly on cars, drivers and successes. The clean, minimalist architecture of the room is retained and complemented by racing elements. The race track, in the form of a sticker on the floor, runs like a thread through the entire exhibition and accompanies visitors on their adrenaline-fuelled journey through the world of touring cars. These are waiting in the wings on dark asphalt next to the racetrack, just waiting to be discovered.
Countdown for spectacular experiences
Specifically designed for road use and modified for racing to achieve higher speeds and better performance. These are the attributes of a touring car. And they want to be experienced – whether interactively with friends or by taking the driver’s perspective yourself. To be part of the spectacle, to feel the adrenaline, to be on the track. There is something for everyone here.
Take the driver’s perspective
Driving a touring car requires a high level of skill and experience, as the cars have to accelerate quickly and navigate tight corners. Fancy a spin in a racing car? The 270° screen with the interactive cockpit perspective makes this possible.
A story for the ages.
The success story of the touring car: Tested in the race, realised in the design. Each touring car on display contributes its part to the success story. Therefore, in a dramaturgical sequence of 20 min, individual cars are illuminated, the room’s lighting is dimmed, the doors are closed and the associated success story is launched on a large screen.
Pit stop
It is not only the race tracks on which touring car races take place that are often specially adapted and offer many challenges for the drivers. There is more to it than that. A quick change of wheels and a fill-up? A real pit stop on site. Here you have to lend a hand yourself and feel the pressure of time. How? By competing directly with their friends. Under competitive conditions, of course.
AR for winners
We are the Champions – inside and outside the BMW Museum. How does this work? With the help of AR filters. In this case, we have integrated several applications inside the touring car room. Whether on the trophy wall, where trophies are explained in more detail, or directly on the vehicles. What’s under the bonnet? Here, a racing car is scanned in 3D. The inner workings of the vehicles can thus be experienced virtually.
Scan QR code or click!