BMW Interactive Mirror
Dubai International Motor Show 2013
Overview
- Two interactive augmented reality mirror installations for BMW's exhibition stand
- Gesture-controlled interface using Microsoft Kinect
- Real-time gender and mood detection using Fraunhofer SHORE software
- Social media integration with BMW Dubai Facebook page
- Designed for the largest automotive fair in the Middle East
My Role
- UI/UX design for the augmented reality interface
01. Context
The Dubai International Motor Show 2013 was the largest edition in the event's history, with 108 global and regional launches across five days. BMW was showcasing the i8, their plug-in hybrid sports car making its Middle East debut, alongside the BMW 760Li V12 M Bi-Turbo created exclusively for the region.
BMW asked for an interactive installation that would enrich their exhibition stand beyond static car displays. The solution needed to draw visitors in, create a memorable experience, and extend beyond the physical booth through social media.
02. The Installation
Two mirror steles were installed in front of BMW's main vehicle highlights.
Each installation combined a spy mirror, a 75-inch LED screen, a Microsoft Kinect camera, and custom software. When visitors stepped in front of the mirror, it revealed an augmented reflection of themselves surrounded by a futuristic interface.
02.01. Tracking and Interaction
A hidden time-of-flight camera tracked the visitor's height and body position.
By localizing the visitor's eyes, the displayed content appeared at the correct perspective and angle for each user. Navigation was gesture-controlled: simple hand movements opened additional information about the vehicles without requiring physical contact.
02.02. Audience Detection
The installation integrated Fraunhofer Institute's SHORE software (Sophisticated High-speed Object Recognition Engine), which detected gender and estimated emotional state of the person interacting with it.
02.03. Social Media Integration
Visitors could record short video clips of their interaction. These clips were uploaded to BMW Dubai's Facebook page, extending the experience beyond the booth.
03. Outcome
The installations were positioned in front of BMW's two main vehicle highlights at the show: the i8 hybrid and the X5. The interface translated complex vehicle information into an experience visitors could navigate through gesture alone, without touchscreens or physical controls. The Dubai International Motor Show 2013 drew visitors from across the Middle East and beyond, with 108 global and regional vehicle launches. The mirror installations gave BMW a way to engage visitors beyond static vehicle displays and extend that engagement through social media sharing.
