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october 04, 2018 - BMW

"Hey Mona Lisa…"

BMW spotlights new #BMW #intelligentpersonalassistant at the “Mondial de l’Automobile 2018” in Paris with a spectacular installation.

Paris. With an enigmatic smile that has mesmerised audiences for more than 500 years, Leonardo Da Vinci’s world-renowned Mona Lisa is undoubtedly one of the most famous paintings of all time. Anyone who looks into her eyes cannot help but wonder: Who is she, and what is she thinking? The #BMW Group has now revealed her secrets in an eye-catching campaign to promote the new #BMW #intelligentpersonalassistant on the square in front of Centre Georges-Pompidou in Paris. Passers-by could ask the icon questions – and learn surprising facts about the mysterious lady. For the #BMW #intelligentpersonalassistant, #BMW broke the Mona Lisa’s silence.

10-metre-high Mona Lisa talks to passers-by

Anyone who wished to have a conversation with Mona Lisa could do so from 1-3 October on the square in front of the Centre Georges-Pompidou in the heart of Paris. The campaign was part of the #BMW Group programme for the Paris Motor Show, the “Mondial de l’Automobile 2018”. While visitors to the Louvre are often surprised by how small the Mona Lisa is in real life, the talking version has impressed with its size alone. 10 metres high and 7.5 metres wide, visitors could check out the enormous LED installation for three days in Paris. The total structure, which was unveiled on Monday after four days of construction, weighs in at 36 tonnes. 

Using face-tracking, Mona Lisa was also able to move her face and hands on the 75-square-metre LED screen and answer questions visitors speak into a microphone. The grande dame spoke fluent French, English and German. It turned out Mona Lisa is a car enthusiast and especially looking forward to the new #BMW 3 Series Sedan, which already comes with integrated #BMW #intelligentpersonalassistant and celebrated its world premiere at the “Mondial de l’Automobile 2018”.

“The #BMW Mona Lisa installation brings a world-culture icon into the 21st century and creates a platform with global reach for the #BMW #intelligentpersonalassistant. The result is a clear symbol of how innovative connectivity features and voice assistants can change our world and interaction between humans and machines,” explains Stefan Ponikva, head of #BMW Events and #BMW Group #automotive Shows. “The #BMW Group has set the pace for connectivity and intuitive operation for decades. With the #BMW #intelligentpersonalassistant, #BMW is redefining the driving experience and interaction with the vehicle.”

Further information in the press release to download