For the longest time humanity has been experiencing reality (mostly) through the physical world. But our perception of what’s real is changing. Rapidly expanding towards the digital realm. This brave new digital world may be existing in a parallel dimension but it is as real as gravity. Digital culture is growing exponentially, taking over more industries, more markets, more demographics. And it’s only a matter of time before we find our future selves living a life that is a hyper-blend of physical and digital dimensions.
“The digital touchpoint is actually becoming the first touchpoint before any kind of exposure to anything physical.”
Charles Drueco, Creative Director, Interaction Design, LA Studio
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Dimensions of Real
Captured at CES 2022 in Las Vegas, NV
Forget the Engine, Forget Seating, Forget Physics.
Design is an emotional experience. That has been particularly true for pretty much everything BMW ever made. It’s hard to look at a BMW car and feel nothing. But what if there’s no physical vehicle involved? Can design still evoke feelings? Can it still create strong emotional connections with people? Spoiler alert, yes and yes.
Our task for the Consumer Electronics Show (CES) 2022 was to explore the idea of a digital concept car. To figure out what vehicle design could be if we moved away from the physical constraints of needing an engine. Or passengers. How does it look? How does it behave? And most importantly, how does it make people feel?
“As we moved through the project, it almost became less about the car, and more about the sensory experience you get in the space.”
Martin Francisco, Senior Strategist, Creative Consulting, LA Studio
Physically Impossible to Digitally Unstoppable
Digital design allows us to do impossible things. Like using gravity and anti-gravity as a design material. Or video glitches as a color. But the real magic is the fact that digital design can evolve, and change, and evoke different emotions. It is almost alive in a way. It reacts to you. It learns from you. It can actively understand you. And curate an experience that is tailor-made just for you. It can help brands come to life in ways that were impossible before. But it does raise a valid question. In a world where brands can be anything, what will they choose to be?
Dimensions of Real is neither a product, nor a feature. Even though it’s inspired by one. It’s an immersive installation that invited people to experience the world of BMW Digital Design as active participants. Taking users out of the role of the passive observer and turning them into co-creators of their own experience.
“We’re the first to bring a custom-designed concept car to a digital-only interactive experience. Where the aesthetic isn’t dictated by the design team but a conversation with the user.”
Paul Ferraiolo, Associate Director, Advanced Design & Design Strategy, LA Studio
Part I – Flipping BMW My Modes Inside Out
The aesthetics of the world were inspired by BMWs current and future My Modes; A digital feature that activates different user experiences within the vehicle, such as Sport, Efficient, Personal, Relax and Expressive.
Our approach was to take My Modes out of the confinement of the screens and turn them into a world that you, the user could live in. A space you could walk through and experience with all your senses.
“We wanted to bring the digital into the physical and vice versa. Not just transport someone to the metaverse, but really find a way to experience the digital in a physical space.”
Charles Drueco, Creative Director, Interaction Design, LA Studio
Part II – A Journey to the Wow Dimension
The journey ends in the Infinity Room. Unlike the other three worlds, here your presence is removed from the experience. The space is covered with LED panels and angled mirrors, so when someone stands in the middle of this room, they are unable to see themselves in the reflections. The idea is that you go in and it’s not you reflected in that space. It’s not us telling you something, it’s you, experiencing something yourself.
Instead, the visitor is surrounded by vehicle design elements that were created in the previous three worlds. A sort of dream scape of all past experiences. With the help of generative design, these elements were rendered in real time into a surreal vehicle design, that is unique to each visitor. You could stay the whole day in that room and never see the same design twice.
Dimensions of Real is a very robust tech experience that couldn’t have happened without the talent and support of Universal Everything.? The experts in artistic digital experiences, who helped bring the live computing and visualization to life. While legendary composer Hans Zimmer helped us translate his “IconicSounds electric” work into the dynamic and reactive audioscape that visitors experience at each stage of the journey.
Dude, where’s the car?
Why is BMW doing this? Why go all digital? Are some of the things we got asked a lot during the event. Apparently, some people were uncomfortable with the fact that there was no physical car. But here’s the thing. We know how to build a car. In fact, automotive design is something we are extremely comfortable with. But neither our job, nor our role is to be comfortable. Our responsibility is not to get all warm and fuzzy with design but to push its limits further. To push products, features, and experiences ahead. And the truth is you just don’t get ahead by getting comfortable.
“There’s going to be a dramatic shift in the next couple decades, with electrification and autonomous driving. And mobility companies are going to have to redefine themselves and come up with a new value propositions.”
Charles Drueco, Creative Director, Interaction Design, LA Studio
Future, Bring It On
Don’t mean to be dramatic but there’s a lot of unknowns in terms of where the future of mobility companies is going. Intimidating? Maybe. But then again, exploring a world where you’re not driving, a world where you might be in a vehicle that is in the real world, or maybe not in the real world, is exciting.
And what’s even more exciting is the fact that we will be able to co-create these experiences together with our users. Experiences that are much more intimate. More personal. More on-point.
So, yeah. There might be a lot of unknowns. But we are ok with that.
As a last illustration of the extent to which authority and subordination were pushed in Roman society, it may be mentioned that the better class of slaves were permitted to keep slaves for their own service. But whether the institution of slavery as a whole should be reckoned among the conditions favourable to authoritative beliefs is doubtful, as it was an element common to every period of antiquity. Perhaps, however paradoxical such an assertion may seem, the very frequency of emancipation gave increased strength to the feeling of dependence on an overruling personal power. A freedman could not forget that the most important event in his life was due, not to any natural law, but to the will or the caprice of a master; and this reflection must have confirmed his faith in the divine beings of whom he and his master were fellow-slaves. 107 “He looked smack at the stewardess,” Larry added to himself. [Pg 85] He went in through the gate, and was once more upon that reservation he had been commanded by the overbearing tyrant representative of the military to leave, several weeks before. As he trudged along, tattoo went. In the clear silence, beneath the sounding-boards of the low clouds, he heard the voice of one of the sergeants. He shook his fist in the direction. Tattoo being over, some of the lights were put out, but there were still plenty to guide him. He did not want to get there too early, so he walked more slowly, and when he came to the edge of the garrison, he hesitated. The peace with Spain was also ratified in London on the 1st of March. By this, Spain, so far as diplomatic contracts could effect it, was for ever separated from France. Philip acknowledged[14] the Protestant succession, and renounced the Pretender. He confirmed the Assiento, or exclusive privilege of the English supplying the Spanish West Indies and South American colonies with slaves, one-fourth of the profit of which the queen reserved to herself—a strange proof of the small idea of the infamy of this traffic which prevailed then in England, whilst so truly benevolent a woman could calmly appropriate money so earned to her own use. Gibraltar and Minorca were also confirmed to England, on condition that the Spanish inhabitants should enjoy their own property and their religion. There was a guarantee given by Philip for the pardon and security of the Catalans. They were to be left in possession of their lives, estates, and honours, with certain exceptions, and even these were at liberty to quit the country and remove to Italy with their effects. But the Catalans, who had taken up arms for Charles of Austria at our suggestion, were greatly incensed at the dishonourable manner in which we had abandoned them and the cause, and, putting no faith in the word of Philip, they still remained in arms, and soon found themselves overrun with French troops, which deluged their country with blood, and compelled them to submit. Amid all the disgraceful circumstances which attended the peace of Utrecht, none reflected more infamy on England than its treatment of the people of Catalonia. "Bully, boys," ejaculated Shorty, as he reloaded. "You'll do. The 200th Injianny's proud o' you." "Great Jehosephat," gasped Shorty, "was that Gen. Tecumseh Sherman?" "But I haint told you half," continued the Orderly-Sergeant. "Them smarties were quick to find out that Alf Russell and Jim Humphreys leaned strongly toward religion, and they filled 'em with the idea that Cap McGillicuddy was a very devout man, and held family devotions every evening in his tent, in which his company joined." "The rest o' you chase yourselves around him," said a humorist among the cooks, while the others laughed uproariously. That was, as far as he could ever remember, the first second he had even seen it. It was there, behind his eyes, blinking on and off, like a neon sign. Sometimes he paid no attention to it, but it was always there, always telling him the same thing. It was too bad Norma didn't know that. There was a silence. "Get me some tea," he said roughly, "I'm cold." CHAPTER II. HoME性交乱淫视频
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