HOW "UNREAL" UNLEASHES CREATIVITY.

What if you could manifest your dreams in reality?
What if gravity no longer existed?
What if you could meet yourself from another time?

With the two dimensions "Real & Unreal", tomorrow´s reality comes in a double pack. This new reality offers us limitless opportunities for new experiences and self-realization. But how can creatives unleash these new opportunities?

For years, the teams at BMW Group subsidiary Designworks have been working on ideas for the “phygital playground” for the next generation asking themselves: How can we design new combinations of life and mobility experiences across "Real & Unreal" to thrill, enthuse and care for today´s and future customers?

An exhibition in the studio of the BMW subsidiary invites visitors to experience first-hand the design team´s thoughts, experiments and discussions with key opinion leaders that help them unravel the blurring realities and confidently stride forward towards a new “Real”.