A look back at the Supersense x BMW Experience Lab Project showcased last week at the Ars Electronica Festival. Exploring the interplay between the analogue and digital worlds, the project invited visitors to reflect on the intersection of the human experience with technology through an exploration lab of human perception - presenting creative ways to activate the five human senses and inviting tangible feelings into an increasingly digital world. “The question for us is not primarily to what extent the digital can replace the analogue. As designers, we know that people and their needs remain central to innovation at all times. What a person senses, feels and experiences - should be what drives us and inspires us to come up with new ideas every day.” - Adrian van Hooydonk, Senior Vice President BMW Group Design @arselectronica @supersense @bmwaustria @bmw