BMW Immersive Experience – Water, Cloud, Mountain by MAD + WAY Studio

You within me, me within you.

Project Specs


来自 WAY Studio 对gooood的分享 。更多关于他们:MAD on goooodWAY Studio on gooood.
Appreciation towards WAY Studio for providing the following description:

MAD建筑事务所与WAY Studio受BMW邀请共同合作设计了位于北京老城中心的沉浸体验展厅“水·云·山”。从展厅往外远眺,故宫、胡同、四合院、绿树,这些仅仅是咫尺之外的最代表老北京情景的地方,真实地展现着与展厅呼应的“自然是最高境界的奢华”。展厅犹如是一处传统的东方庭院,小尺度空间再现山水之情景;同时她也像是可以把时间和空间拉开,带人们远离现实,返璞归真,掉进想象的无限空间中。光影的变幻给空间增加了几分朦胧的美感及想象的空间,让身处其中的人们仿佛走进了山水画中。

MAD Architects and WAY Studio have collaborated on the creation of immersive exhibition “Water-Cloud-Mountain” as part of BMW’s concept car showcase in the imperial heart of Beijing. From the exhibition space, the Imperial Palace, hutongs, courtyards, dancing trees are all within sight, all important representations of old Beijing, the locale being a perfect juxtaposition between the new and the old, future and tradition. The exhibition is set-up somewhat like a traditional courtyard, embedded within its limited space; elements of nature are recreated at a much smaller scale. Drawing from the same energy as the two newest concepts of BMW’s X7 and 8 series, the balance between tradition and technology, the designers drew upon the famous Shanshui painting “QianLiJiangShanTu” (A Thousand Miles of Rivers and Mountains) to create the backdrop for these two cars in Beijing. The painting is exploded into space, where visitors are allowed to weave through its layers. Time and space are being pulled apart and stilled, bringing its visitors away from reality, dropped into the painting to reflect upon the basic, back to the origin, while falling into the abyss of limitless imagination. The shifts and plays in the dancing shadow and lights veils the entire exhibition in a mysterious mist, blurring the edges, blurring distances, bringing the visitors into a separate dimension and into the midst of this traditional Shanshui painting.


Entering the exhibition, visitors are launched right into this separate dimension, distanced from reality, and into this mysterious, imaginative space.

随着小径缓步前行,看到 “波光粼粼” 形态飘逸的“水晶镜片”从不同层次置入空间,像山、似云、又仿佛是流水;

Following the meandering path, greeted with dancing lights reflected off crystal palettes, like mountain, like clouds, and somewhat like water; the two concept cars are unveiled bit by bit through the wandering movements of its visitors.


Moving between the layers, views shift, lights shine, reflect, bounce, and dance on separate surfaces.


Black, white, transparent, reflective, the most basic of colors act as a canvas painted with light imitating nature. These mountain, cloud and water palettes are constructed with modern materials laced with intricate textures, mimicking the way light plays in and through nature, recreating, extracting and finally balancing a portion of nature with now (modern/future). Immersing the visitors in this moment of time separation plays out the core idea within the exhibition – experiencing you within me, me within you simultaneously.

设计团队: MAD建筑事务所
WAY Studio:郑涛、黎紫翎、曾皓、王亦鸣、何珊、曹靖

Beijing, China
Exhibition Area: app. 500 sqm.
Design Team: MAD Architects
WAY Studio: Zheng Tao, Fernie Lai, Zeng Hao, Mark Wang, Miiko He, Cao Jing
Client:BMW China
Event Planning:Kingway Communication

More: MAD + WAY Studio 。更多关于他们:MAD on goooodWAY Studio on gooood

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