Concept Development
BMW Mini Group
Agency: Iris Worldwide

I was asked to take part in a film and keynote talk as part of BMW Group’s 100th Anniversary.
This was based on the question: ‘How can the Mini of the future prepare us for our destination?’

Drawing inspiration from Thomas Wilfred’s Clavilux light organs of the 1920’s, I developed a concept for the Mini interior as a pod that would use personal data, sound and light to create an appropriate emotional state for arrival.

To illustrate the idea, I created an experimental light and sound installation where a subject’s pulse, EEG and skin response data was analysed and used to alter the sound and visuals. This was documented as a short film and formed part of a talk at The Roundhouse, London.