The whole thing looks psychedelic.
BMW has a lot to show at the 2021 IAA motor show in Munich. The stand will host important new product reveals such as the 2022 BMW iX, i4, 2 Series Coupe, facelifted X3/X4, and innovative concepts such as an electric scooter and a completely recyclable car. These showcases are all pretty straightforward, but BMW has an out-of-the-box reveal that has us scratching our heads.
The German automaker announced its new streaming platform called Joytopia, which BMW refers to as "its own globally unique virtual world." This service will open on September 5, a few days before IAA, with an exclusive performance by British band Coldplay. The band will perform a four-song concert, including their new song "Higher Power."
"With Joytopia we have created our own metaverse. This sees us responding to the demand from our customers for individualized experiences in the digital space," says Stefan Ponikva, Vice President Brand Communication and Brand Experience. Fans can view the Coldplay concert virtually and even interact using custom avatars. BMW says the avatars can dance along to the music and see the stage from any angle. Avatars can also run, hop, fly, and wave at other avatars.
Joytopia can be accessed online via joytopia.com, but BMW says the experience is optimized for smartphones. While a virtual Coldplay concert sounds appealing on its own, the most interesting aspect of Joytopia is the psychedelic visuals (pictured here).
BMW has created a futuristic landscape that wouldn't look out of place in a fantasy film. A virtual fox will be your guide through these surreal worlds, voiced by Hollywood actor Christoph Waltz. Joytopia contains three unique worlds in total, including Re:THINK, Re:IMAGINE, and Re:BIRTH, each dealing with a key theme for the future of the BMW Group (circular economy, electric mobility, urban mobility, and sustainability).
We aren't quite sure what virtual fantasy worlds with a talking fox and a Coldplay concert have to do with cars, but the visuals look so wild, we can't wait to check it out on September 5.