At the BMW World in Munich, Andreas Thomczyk presented anySCALE’s design philosophy, highlighting the studio’s approach to creating distinctive, customer-focused environments grounded in clear design principles. He illustrated how these core values translate into spatial concepts that balance innovation, functionality, and emotional experience.
In particular, he explored how advanced technology can be seamlessly integrated into interior design, drawing on the example of SNOWBEER’s latest showroom. Through subtle digital interfaces, intelligent lighting, and carefully orchestrated spatial sequences, technology becomes an integral part of the architectural narrative rather than a visible add-on.
Andreas also addressed the creation of memorable brand experiences for BMW customers, especially at the moment of vehicle handover. By combining spatial dramaturgy, material quality, and personalized interaction, anySCALE transforms this milestone into an emotionally engaging and lasting experience.
Together, these examples demonstrated how thoughtful design can connect people, technology, and brand identity—shaping spaces that resonate well beyond their immediate function.