Not Actual Size

When an oncoming car blinks its headlights, drivers feel as though it just winked at them. Meanwhile commuters are more likely to sing on their way to work than on their return, whilst car buyers place as much importance on cup holders as engine size. These were just some of the findings uncovered by Not Actual Size in The Secret Life of Cars – a report for BMW who had seen a marked change in customers’ connections with cars (less external ‘peacock’ factors, and more about their inner relationships).

Packed with photography, technical drawings and illustrations, the report mixed anthropological observation, psychological explanation and BMW innovation. We even plumped for an eye-catching lenticular cover featuring two eyes—human on the front and automotive on the back: tilt the book and they’ll wink at you.

Harnessing the power of Flickr, real BMW owners worldwide joined in the debate with photo-essays on the themes of weddings, cup holders and washing the car. The report scored in-depth feature coverage in every British broadsheet as well as influential design blogs such as Dezeen.

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