BMW Individual AR App

Modern product communication through augmented reality.

Customer: BMW M GmbH


The goal was to create a augmented reality Visualiser that merges the virtual world with the real world by using a Smartphone or tablet. In a realistic way, the gem-inspired paintwork and the high-quality full-leather trims in merino fine grain from the BMW Individual collection were to be brought to life. Users should be able to admire their personal BMW Individual in original size from any angle at any time and anywhere.

The Visualiser was intended to represent a new dimension in digital product communication and form a new building block in an innovative customer journey.

BMW 7er Making Of


Derived from the digital twin of the BMW 7 Series Individual, a 3D data model specially optimised for mobile devices was created. Exclusively programmed shaders transfer the play of light of the specially individualised paintworks into the digital world. A high degree of realism was achieved through elaborate mapping, distributed leather and decorative trims. Performance optimised algorithms allow a unique experience for iOS and Android devices.


An Augmented Reality Visualiser available in the App Store which, like every BMW Individual, represents something very special. The user experiences the unique paintworks in their visual complexity realistically, completely without 3D glasses or additional hardware. They can move freely around the vehicle that appears to be standing in front of them, experience the play of colours in the paintworks and marvel at the details of the new full-sise 7 Series Individual. Moreover, the Visualiser is connected to the BMW Individual app, the digital product and lifestyle magazine. This allows configurations to be exchanged between the apps and ensures a seamless customer journey.

Numerous awards, including the German Brand Award in the Brand Strategy category, honour the innovative use of new technology in product communication. Other awards, such as the Red Dot, honour the reduced design, the simple usability and the incredibly realistic presentation of the vehicle in the app.

  • Annual Multimedia Award 2016
  • If Design Awards 2016
  • German Design Award Special Mention 2016
  • German Brand Award Winner 2016
  • Lovie Awards 2015 Winner
  • Red Dot Award 2015 Winner