【JOYCUBE】宝马北京环球潮玩餐饮店

最具“个性”、最有“反转”

打破次元界限的“元宇宙”概念建筑

绝对惊喜的跨界互动体验

集品牌文化体验、艺术、多媒体交互为一体的

数字跨界装置

The most "personalized" and "flippable" "meta-universe" concept building breaks the boundaries of the next dimension.

Surprise people with multi-dimensional space interactive experience.

Digital crossover installation integrating brand culture experience, art, multimedia interaction.

JoyCube是BMW的一次跨界探索。黑弓Blackbow以“数字科技”为核心，“创新与趣味”为立意，汲取“元宇宙”概念模式，为BMW打造集机械 LED 模组、多媒体交互、发光灯箱一体的数字跨界装置。

JoyCube is a crossover exploration for BMW. Blackbow takes "digital technology" as the core, "innovation and fun" as the intention, and draws on the conceptual model of "meta-universe" to create a digital crossover installation for BMW that integrates mechanical LED modules, multimedia interactive device, and luminous lightboxes.

利用翻转动势所带来的物理感官，同数字内容联动，再到楼体交互的搭配，实现了从⼆维到三维，从虚拟到现实的维度转化，最大程度发挥了技术层面的优势，使建筑外立面具备独特形态的同时，成为了承载“探索玩趣”理念的完美载体。

Using the physical sensory experience brought by the dynamic flip, the linkage with digital content and the interaction with the building, the transformation from 2D to 3D and from virtual to reality is achieved. Thus, the advantages of the technical framework are maximized, making the building facade a perfect carrier of the concept of "exploration and fun" while having a unique form.

BMW商区立面以800余块小灯箱组成，其中正面中心长方形区域由可以三面翻转的三棱柱LED组成。建筑本身与其售卖窗口的位置形成了一个巨大的贩卖机形态，我们以此为灵感，开发了一款“盲盒”互动程序。

The facade of the BMW shopping area is made up of more than 800 small light boxes, with a rectangular area in the center of the front consisting of triangular LED that can be flipped on three sides. The building itself and the position of its sales windows form a giant vending machine, which we used as inspiration to develop a "blind box" interactive program.

参与者可以通过手机端操作与LED模组中的盲盒游戏进行互动，在享受到互动乐趣的同时也会领取到一份来自 BMW 的独特礼品，收获一场打破次元界限的奇妙体验。

Participants can interact with the blind box game in the LED module through cell phone operation. While enjoying the interactive fun, they will also receive a unique gift from BMW and gain an amazing experience that breaks the boundaries of the next dimension.

考虑到空间尺度和机械设备的耗损率因素，建筑整体的灯光控制效果是⾮常关键的部分，即使没有翻转，其本身的建筑媒介属性也⾜够⽀撑丰富的内容可能性。而利⽤机械翻转的关键点则在于，让每⼀次翻转具有意义，成为“关键性时刻”，⽽⾮单纯的炫技。

Given the scale of the space and the wear and tear of the mechanical equipment, the overall lighting control of the building is a critical component, and even without the flip, the architectural medium itself is sufficient to support the rich content possibilities. The key point of using mechanical flips is to make each flip meaningful, a "pivotal moment" rather than a mere showpiece.

JOYCUBE开业以来，以其趣味、创新、极具“元宇宙”概念的跨界互动体验模式，广受大众喜爱与认可，并获得 Best ADS 户外体验类 Best 奖项。

Since its opening, JOYCUBE has been widely loved and recognized by the public for its fun, innovative, and highly "meta-universe" concept of cross-border interactive experience, and has won the Best ADS Outdoor Experience Best Award.

通过多媒体数字交互与数字影像内容搭配建筑本身物理变化打造的数字跨界装置，构建全新跨界互动体验模式，与不同年龄段消费者快速建立联系，增强品牌在游客趣味旅程中的参与感，从而提升品牌好感度，推动其形象传播。

Through multimedia digital interaction and physical changes in digital image content and the building itself, we create digital cross-border devices to build a new cross-border interactive experience model, quickly establish a connection with consumers of different ages, enhance the brand's participation in visitors' interesting journeys, thus improving goodwill toward the brand and promoting the spread of brand image.

一起来环球影城 CityWalk 商业街

打卡最具“个性”、最有“反转”、

打破次元界限的“元宇宙”概念的建筑

来和我们 Say 个 Hi 吧！

Come and experience the most "individual" and "reversed" "meta-universe" concept of architecture that breaks the boundaries of the next dimension.

Come say hello to us!

国家文化盛典｜文旅产业升级｜文博数字化演绎

国际顶尖跨媒体艺术团队

以科技艺术打造中国文化记忆

The Aesthetic Recreation of Chinese Culture Heritage

using Science and Technology