France: BMW’s Flagship Store in Paris Showcases Digital Vortex.

BMW has recently opened a flagship store on the Avenue George V in Paris. The store, designed by the architect Eric Carlson, is full of digital systems: 3D configurators, touch screens, tablets, LCD mirror and … Digital Vortex

Created by Oyez!, the vortex are ‘round vehicle exposure platforms’, featuring one circular LED screen and 30 aluminum stems with LED diodes embedded, allowing the creation of different visual scenarios.

The aim: to place the presented models in the limelight and in context, transmitting a feeling of speed, movement, and landscape



The four vortex systems have been made interactive through the installation of 24 lasers across the entire store. The lasers activate the launch of different scenarios (the turning on of devices, content and light intensity changes…) based on a set of predefined parameters (footfall, visitors’ movements…).

The four platforms are inter-connected, being able to work in or out of sync to create different atmospheres.

Valéry Héneaux, the General Manager of the store, can also take control of the system and select the different scenarios to be played via a dedicated iPad app.