59-meter LED giant screen × 4400㎡ large booth: Absen helps BMW open the

The 2026 Beijing Auto Show is in full swing. On April 28, the world's top A-class auto show officially opens its opening day. This time, the BMW Group showcased a total of 16 new cars from its three major brands: BMW, MINI and BMW Motorrad. It debuted with the largest debut lineup at any previous auto show and officially launched three blockbuster new-generation models: the new BMW 7 Series, the new-generation BMW iX3 long-wheelbase version and the new-generation BMW i3 long-wheelbase version. The entire booth covers an area of 4,400 square meters. This is not only a milestone for BMW to launch a "new era of intelligent driving fun", but also marks BMW's strategic layout of deeply integrating China's local intelligent AI technology and opening a new era of intelligent driving.

In the technology feast that gathered global attention, Absen, together with its partner PIK AG, BMW's technology supplier and construction partner CT, and technical consulting partner NIYU, provided the BMW booth with the largest LED display application solution in its history at the auto show. As the relevant person in charge of the BMW Group commented: "This unprecedented scale is a new breakthrough for BMW in brand expression and a high recognition of Absen's visual solutions. The immersive experience brought by the giant screen accurately conveys the brand soul of 'pure driving pleasure'."

As a benchmark for global luxury car companies, BMW has extremely strict standards for the visual effects of its booth. Absen uses the SA series of high-end ultra-light stage rental product solutions to empower the BMW brand's scientific and technological aesthetic communication. As a "hexagonal warrior", the SA series builds product strength in six dimensions: ultra-light structural design, excellent image quality, flexibility in application scenarios, universal component management, creative solutions and quick disassembly and assembly. From the beginning of the project, Absen has deeply considered every need of the BMW design team, striving to deliver the perfect giant screen and comprehensively strengthen the expression of BMW brand style.

The large screen on the main stage of the booth is 59 meters long and 6 meters high. The ultra-long giant screen creates a highly recognizable visual center in the exhibition hall, helping the BMW booth to quickly catch the audience's attention. The entire screen design not only fits BMW's special step stage design to meet its needs for presenting its main models, but also perfectly fits the geometric curves of the actual cars on site through the large arc stage design, highlighting BMW's fashionable charm. The shocking images presented on the giant screen not only create an immersive brand experience, but also achieve the seamless integration of virtual and real spaces through the dynamic visual linkage of "cars traveling in the scenery". With the blessing of the picture, the design lines of the new generation models are becoming more and more slender and elegant, with both high-end texture and forward-looking technological attributes, bringing the audience a sensory experience that transcends reality.

In terms of display quality, the Absen SA series shows accurate color reproduction capabilities, with a 160° wide viewing angle without color shift, covering more than 99.9% of the DCI-P3 color gamut, and has features such as an ultra-high refresh rate of 7680Hz and a high frame rate of 240Hz. It adopts the Bontemp system configuration to accurately restore car colors and showcase the smooth lines of the car, ensuring that every frame of high-speed motion in the promotional video is silky and smooth, highlighting the high-end texture of BMW cars. Under the complex and changeable lighting environment at the scene, whether it is the direct perception of the human eye or the pictures left by the camera, perfect image memories of BMW are created for the audience.

Absen CTO Chief Technology Officer Shi Changjin said: "We have always been very concerned about customer needs and are committed to creating LED stage rental display products with the best image quality. Even under the influence of such complex lighting at auto shows, they can still present perfect image quality effects. Through creativity and cleverness, the screen is made into a 'brand story teller', thus more comprehensively and perfectly assisting BMW's grand new car debut."

"The final presentation of the BMW booth is amazing." said the project manager of partner PIK AG: "This is not only due to the excellent performance of the Absen SA series in lightweight design and display texture, but also the professional and efficient global delivery capabilities behind it. It is also the key to all parties being able to achieve deep trust and solid cooperation."

BMW's technical consulting partner NIYU The representative said: "For such a large-scale and high-profile project, every detail is crucial - from the initial technical formulation to the final on-site execution, it must be meticulous. As BMW's technical consulting partner, our core mission is to ensure that each link can be seamlessly integrated with the overall design and meet the required quality standards. This time the LED giant screen became a key visual highlight of the entire booth. Thanks to the collaboration of all parties, we finally presented a result that is both reliable and perfectly executed."

In this cooperation, Absen demonstrates China’s intelligent manufacturing capabilities and helps BMW embody its future vision into a stunning visual experience through global linkage. By deeply interconnecting the digital expressions of the Beijing Auto Show and global tours, it further demonstrates the value proposition of AbsenLive, a high-end stage rental display sub-brand of Absen, which "empowers the stage with infinite possibilities". It is also a confident expression of China Intelligent Manufacturing's global attitude to discuss the future and jointly define industry standards with top brands on the world stage. Finally, we also sincerely invite you to visit the BMW booth in Hall W4 of the 2026 Beijing Auto Show from April 28 to May 3, and experience the charm of BMW’s “new generation” together.