01
Sound of Joy
A pianist played live against a second piano playing on its own. Reading every phrase in real time, the AI answered back, and the two instruments wrote a melody that existed once and never again.
For the arrival of the electric iX2, joy was built as something to walk through: in the House of BMW in Milan, people could experience a sensory journey in four different rooms where a pianist answered an instrument playing itself, artists drew and watched their work reinterpreted, scent carried a digital avatar into the physical world, and a glass room folded all three together around the car itself.
A pianist played live against a second piano playing on its own. Reading every phrase in real time, the AI answered back, and the two instruments wrote a melody that existed once and never again.
Artists drew directly onto screens while the room watched. Each finished piece was handed back to the AI, which reinterpreted it into something adjacent to the original and unmistakably its own.
Fragrances built around the journey of the digital avatar from the main launch campaign. Visitors could smell each stage of her travels and follow the story through scent rather than image.
The reveal. Mirrors, neon and the three preceding rooms collapsed into one space around the electric iX2, seen for the first time.
