Helped to design and visualise a fully immersive and theatrical experience set the stage for the BMW X2 launch in Beijing, transforming a traditional vehicle reveal into an unexpected journey of discovery. Rather than observing passively, guests became active participants in a carefully crafted narrative, guided by embedded performers seamlessly integrated into their group. These characters—disguised as fellow attendees—subtly steered the experience, creating moments of intrigue, surprise, and escalating anticipation.

As the event unfolded, environmental cues, live performance, and dynamic lighting built toward a climactic reveal, where the X2 emerged not just as a new model, but as the central character in its own dramatic debut. The blurred line between audience and performer deepened the emotional impact, making every guest feel like a co-conspirator in the unveiling. It was bold, unconventional, and perfectly aligned with the X2’s disruptive spirit.

Agency: Jack Morton