Automobil events February 2011

Light Canal

Under the creative direction of the agency Bluescope and contracted by the event service provider Rockservice, the laser specialist LOBO delivered special effects with 9 sparks laser systems for the world premiere of the new BMW models i8 and i3 at IAA. All eyes in the room are spellbound by the shadow-like appearance inside the endlessly seeming tunnel of pure light, which finally turns out to be BMW’s new eco-racer i8, presented for the first time to the collective trade press from all around the world. Just a few seconds later, BMW’s vision of an urban everyday e-car, called “i3”, becomes reality when breaking though its birth canal of laser light.

Above that, the creative brains of Bluescope envisaged an especially nifty role for the laser: cleverly placed and gracefully moving laser surfaces cover all those areas of the vast exhibition area, which were not intended for the public at this time.

LOBO’s Creative Director: "Presently we experience an unbelievable interest in our lasers at high-profile events like this one. On one hand this is due to the new technical possibilities of our ultra-bright sparks lasers, which not only revolutionized the handling and use of lasers, but which also significantly reduced the power consumption at the same brightness. And on the other hand these lasers of the latest generation are the conclusive response to the question of many creative minds and makers, what kind of innovative techniques will be able to convincingly present today’s topics in the post-LED era. Here at BMW e.g. it was the task to the combine the aspect “Innovation” with an uncompromising ecologically-oriented product design. And for this purpose sparks lasers were the perfect match, as they can be applied without goggles and double floor for real three-dimensional effects.