BMW iX3 chooses an unusual showcase to make itself known to the general public. The setting is La Rinascente Milano Piazza Duomo where ‘L'Era Nascente’ is staged - an exhibition dedicated to the Neue Klasse. The eight shop windows overlooking the square and the interior areas of the escalators have been transformed into narrative spaces with three-dimensional graphics, animations and content generated with advanced digital tools. The project is a collaboration between BMW Italia, ServicePlan Italia and iProspect and aims to explain in an accessible way what is behind the brand's new electric generation. To see the car live you have to move a few hundred meters, to the House of BMW in via Manzoni 41.