Experience Design ·
Why a Robot Runway at IFA Is More Honest Than BMW's Engine-Start Advertising
As IFA 2026 opens in Berlin, "Robots on the Runway" sends humanoid robots down a catwalk – pure spectacle. Unlike the ad staging inside the BMW cabin last week, though, the format here isn't a costume, it's the actual proof. A perspective on when staging demonstrates substance – and when it only fakes it.
3 min read