Joytopia marks the second collaboration between BMW & Journee
The Consumer Electronics Show (CES) is the world’s biggest tech trade show — the place for forward-looking brands to assert their progressive prowess. At this year’s CES2023 in Las Vegas, BMW Group took it as an opportunity to reveal their new vision vehicle — the ‘iVision Dee’ — for the first time. To capture the imagination of CES visitors, Joytopia was conceived — a Metaverse space where visitors could island-hop their way through a Las Vegas-inspired environment.
‘A Quest to Dee’ marks BMW’s ongoing collaboration with Journee, bolstered by the success of their partnership at the IAA Mobility International Motor Show, which was awarded a Grand Prix by the Art Directors Club (ADC) for Germany as the Outstanding Innovation of the Year in the digital area.
Virtual island-hopping inspires emotional attachment
In a momentous start to 2023, Journee was incredibly proud to partner with BMW Group and a host of inspiring collaborators (Jung von Matt,THE GAME, Elastique.,Tiny Roar,NSYNK Gesellschaft für Kunst und Technik mbH, Ready Player Me,Usaneers GmbH and Ringtail Studios) to bring ‘Joytopia — A Quest To Dee’ to life.
The result? Irresistible island worlds adorned with pastel colors, creating a visual feast and emotional journey for the customers, who felt transported to another world via the branded landscape. Visitors architect an avatar of their choosing, and explore the novelty of a distinctly new automotive world, where cars fly and their crisp white paint finish transforms into a technicolor coat of shifting patterns — all made possible on Journee’s platform.
“With the iVision Dee, we are showcasing what is possible when hardware and software merge. In this way, we are able to exploit the full potential of digitalisation to transform the car into an intelligent companion. That is the future for automotive manufacturers — and, also, for BMW: the fusion of the virtual experience with genuine driving pleasure.”
— Oliver Zipse, CEO at BMW
BMW leverages the power of Web3
Accessibility was a key advantage of leveraging the Metaverse space, whereby visitors from across the globe — the majority of whom would never have otherwise flown to Las Vegas for the trade show — were able to see the launch in the browser of their smartphone, tablet, or PC first-hand.
The company’s ongoing commitment to exploring the Metaverse signals the depth of its commercial potential. In November last year, BMW filed trademark applications to enter the Metaverse and NFT space, while a few days ago it announced a partnership with Coinweb to implement blockchain technology into its operations — a sure sign that further investment in web3 is coming.
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