BMW BORN ELECTRIC

Linke Wienzeile · Vienna · AT

For the BMW iX BornElectric campaign, we transformed a graffiti mural covering more than 300 square metres on Linke Wienzeile in Vienna into a moving light installation. Precision projection mapping added a new visual layer to the wall artwork created by CONCRETE after dark.

MODULUX – Johannes Menneweger and Chris Nölle – developed the mapping projection and produced bespoke 2D and 3D content. The design drew on the mural’s typography, lightning, spheres and butterfly. Subtle animations, reflections and shadows added spatial depth without overpowering the original artwork.

We combined Cinema 4D, After Effects, Premiere and Illustrator for content production. A seamless two-and-a-half-minute animation loop was composed from 27 layers. Using MadMapper, we precisely adjusted the projection masks and geometry to the painted facade on site.

The technical setup used a 20,000-lumen Panasonic laser projector in a ventilated weatherproof enclosure. Scheduled playback, remote access and a live camera enabled us to monitor and adjust the installation throughout the campaign.