Even the “Intake” escalator building, which penetrated the façade at an angle, signalized that a novel interior awaited visitors to the familiar BMW exhibition building at the IAA and formed the prelude to a scenic tour through the BMW world. Expectations were focused and suspense generated in an upwardly moving light tunnel. They were rewarded with a superb view of the trade show hall on exiting the tunnel. Visitor tours explored three spiral-shaped levels going downwards and went past superspaces for the product highlights. The all-encompassing Efficient Dynamics theme was communicated by a diagonal pathway on the ground floor.