BMW – Parvis de la Défense

Paris, France

March 11 to 24, 2024

23,000 visitors per day

Outdoors

Case study

BMW, the prestigious brand, has once again distinguished itself with the launch of its
brand-new BMW iX2. For this launch, BMW created an unprecedented 3D installation in
collaboration with JCDecaux. The installation, a premiere in France, transformed the La
Défense forecourt into a visual and aural stage. An impressive 3D screen measuring 6m
x 6m x 3.5m, accompanied by a unique sound system, plunges visitors into an
immersive experience.

What was needed

Providing sound for a display showing an anamorphic animation of the new BMW. The JCDecaux Live events agency was looking for a simple audio broadcasting solution compatible with 3D technology that would not generate noise pollution.

Solution implemented

Losonnante sound technology, based on bone conduction, let spectators feel the sound by simply resting their elbows on the audio device. The audio was broadcasted only to users of the kiosk, with no impact on the public space and no disturbance to users of the forecourt. The Losonnante allowed to mark the right viewpoint to take advantage of the anamorphic effect.

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