With the introduction of the new BMW 7 Series, rpc is making key product features come alive using augmented reality

by peter milotzki

HoloLens glasses make the invisible visible in BMW cars

You can hear it, feel it and you know that it exists, but: you cannot see it. We are talking about the powerful V12 engine of the new BMW760Li xDrive. The same applies to the body, which has been fitted with an extra light carbon core. Customers like to pay for innovative technologies in their vehicles, but cannot see them directly. The new Microsoft HoloLens glasses should help.  

How the Microsoft HoloLens glasses can help retailers

the challenge for BMW

How are retailers supposed to convince their customers of a feature if they can't show it directly? For the worldwide presentation of the new BMW 7 Series in the BMW Popup Store we developed an AR application to discover previously invisible product features of the vehicles as well as numerous additional information.


from sound system to remote maintenance  

With the Microsoft HoloLens, customers can experience not only the powerful engine including all technical details but also the powerful sounds of the high-quality sound system. But technology has even more to offer: in the future, repairs via remote maintenance or the presentation of the configured vehicle in your own living room should also be possible with the AR-glasses. Augmented reality is therefore much more than just a gimmick: it opens up new dimensions for the customer experience.


contact our retail design partner

Bernd Eigenstetter is partner at rpc – The Retail Performance Company and heads the Design line.
Bernd Eigenstetter
Bernd Eigenstetter heads the customer experience design line at rpc and has many years of design experience at bulthaupt, designaffairs, Designit Munich and Phoenix Design. His focus is on customer experience design, including the design of digital touchpoints as well as experiences in the room along the customer journey. 
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