BMW GUGGENHEIM LAB

SEEING THINGS IN A DIFFERENT LIGHT

Director: Jan Bormann

The BMW Guggenheim Lab is a mobile laboratory about urban life that began as a co-initiative of the Solomon R. Guggenheim Foundation and the BMW Group. The Lab traveled to New York, Berlin, and Mumbai. The project-goal was to create attention to the Lab´s forward-thinking visions.

As this global project relates to cities and city life today, we developed a concept in which the Lab´s visions were projected on facades and public spaces. In order to make the impact as strong as possible we made real projections with high-performance projectors.