BMW SAILEFFICIENT / Hydrofoil Sailing Boat
Master thesis in cooperation with BMW/Munich
The BMW SailEfficient design concept communicates BMW brand values such as efficiency, dynamics and the joy of driving. The current change in customer values is a formidable challenge to providers of mobility like BMW. A new kind of BMW-experience is created by blending real and digital content in the event-based use of the SailEfficient concept on the water, thus generating attention within the potential target groups.