Hofmeister Kink

The rear window of a BMW contains an underused design gesture that indicates rear-wheel drive performance and forward momentum. If BMW could activate that design idea for modern audiences, it could build brand equity, stimulate joyful engagement among owners, and have the world look at BMW with fresh eyes. The Hofmeister Kink is an individualised brand experience and data visualisation that lets owners and fans rediscover the road – and the dynamic cornering at the heart of their BMW.