ABOUT PROJECT

Creating an Immersive BMW i8 Brand Activation

For the second consecutive year, NEXTGEN was appointed by BMW Melbourne to design and deliver a Lunar New Year brand activation outside Crown Towers. At the centre of the installation was the BMW i8, presented within a custom 360-degree display designed to attract attention from every viewing angle.

The activation needed to operate continuously for two weeks while withstanding wind, rain and constant interaction from the public. Therefore, the structure had to combine creative design with durability, safety and reliable technical performance.

Drawing inspiration from the shapes, colours and visual elements associated with Lunar New Year, NEXTGEN developed the installation through a detailed 3D design process. Custom elements were manufactured alongside proven rigging systems to create the distinctive curved structure, while cabling, fixtures and technical infrastructure were carefully concealed within the finished design.

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BMW i8 Lunar New Year brand activation outside Crown Towers Melbourne
WHAT NEXTGEN DELIVERED

Custom Staging, Lighting & Technical Production

A 360-Degree Brand Experience Built Around the BMW i8

The centrepiece of the activation was a custom circular stage designed specifically around the BMW i8. Red fabric swagging, Lycra wrapping and custom draping shaped the installation, while flood and decorative lighting highlighted the vehicle and architectural elements throughout the display.

Lighting was controlled through a grandMA system, with more than 15,000 DMX channels distributed over Art-Net. High-brightness LED panels were driven by a Coolux media server, providing reliable visual content throughout the two-week installation.

Delivering the activation also required significant logistical and safety coordination. NEXTGEN worked closely with Crown to manage a 13-tonne crane, vehicle access, tow trucks, installation logistics, risk management and public safety within the busy public environment.

The complete structure was installed across a tightly coordinated two-day build, combining custom fabrication, staging, rigging, lighting, LED technology and technical infrastructure into one cohesive branded installation.

Positioned at a highly visible entrance to Crown, the completed activation presented the BMW i8 as the centrepiece of a distinctive Lunar New Year environment. The 360-degree design allowed the installation to engage patrons approaching from multiple directions while maintaining strong visibility throughout the two-week activation.

The project demonstrated how custom staging, creative lighting, LED technology and detailed technical planning can work together to transform a vehicle display into an immersive brand experience.

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BMW i8 Lunar New Year brand activation outside Crown Towers Melbourne
BMW i8 Lunar New Year brand activation outside Crown Towers Melbourne