The BMW Light Wall “Reflection”

»‘EXCEED’ means to ‘go beyond limits’ and, in doing so, to ‘exceed expectations’. The designer convincingly managed to visualise this message for the BMW M3 Coupé on a 50 x 2 metre billboard. The idea to integrate the reflective quality of the long gangway floor into the presentation is outstanding. Through simple typographic means, the word ‘MAXIMUM’ thus takes shape and passers-by can experience this fascinating product staging by becoming part of it.« — Red Dot Design Award Jury