Kinetic Elements & Installations
LED spheres, light tubes, mirror boards and chandeliers, flown on our own winches.
BMW new model launch
For the launch of a new BMW model, NovaTech transformed the venue into an immersive kinetic environment where technology, light, and live performance became part of a single visual story. Using our kinetic winch systems paired with 360-degree illuminated tubes, we created a dynamic overhead installation that continuously evolved throughout the event, turning the presentation space into a living architectural sculpture of motion and light.
Rather than using kinetic elements solely as décor, NovaTech integrated them directly into the performance experience. Professional ballet artists interacted with the moving illuminated structures, creating a captivating dialogue between human movement and technology. As the kinetic frames descended, rotated, and shifted through space, the performers moved within the installation, transforming the product launch into a theatrical and emotionally engaging spectacle.
The result was far more than a traditional automotive presentation. It was a show people walk into that reflected BMW’s spirit of innovation, precision, and forward-thinking design. By combining kinetic motion, custom lighting, choreography, and engineering, NovaTech created a memorable environment where technology became art and every guest became part of the show.
At a glance
The job in brief
Occasion / venue typeBrand Launch · Auto
On the job
Photos and footage
Shot on site by NovaTech.
Also in the inventory
What ran on this job
Kinetic Winches & Motion
High-speed kinetic winches for dynamic stage motion, light, and scenic effects.
360° LED Neon Tubes
Immersive lighting tubes — 360-degree glow, flexible form, fully pixel-mappable.
Tell us about the show
Planning something like this?
Date, venue and a line about the show — we reply within one business day with how we would build it, and the team that would run it.
Or see it running first: book a private walkthrough at our Downtown LA workshop.