Absen’s SA Series LED displays were used as part of BMW’s presence at the Beijing International Automotive Exhibition (Auto China 2026), delivering a high-performance visual solution that enhances the brand’s exhibition experience on a global stage.
Working in collaboration with system integrator PIK AG, BMW’s technical consulting partner NIYU, and Creative Technology (CT) as BMW’s technical supplier and set-up partner, the installation features over 350 square metres of Absen LED, including SA2.6 and SA2.6-C products. Both were powered by Brompton processing, ensuring excellent colour accuracy, low latency and seamless camera integration across the entire display environment.
Designed for both performance and creative flexibility, the SA2.6 panels combine lightweight construction with durability, while delivering a 160° wide viewing angle, >99.9% DCI-P3 colour gamut, 7680Hz refresh rate and 240Hz frame rate for outstanding on-site and on-camera visuals. The SA2.6-C flexible panels added further design freedom, enabling precise angle adjustments from –30° to +30° and supporting curved structures such as compact cylindrical displays. Shared power box design across both ranges simplified maintenance and reduced operational complexity.
The displays formed a central visual anchor within BMW’s expansive booth, which covered 4,400 square metres. A striking main stage screen, measuring 59 metres wide by 6 metres high, created an immersive, high-tech environment, showcasing dynamic content at scale. During the event, BMW presented a broad range of products and unveiled three world premieres: BMW iX3 Long Wheelbase, BMW i3 Long Wheelbase, and the new BMW 7.
Despite a tight delivery schedule, close collaboration between BMW, Absen, PIK AG, NIYU and CT ensured smooth execution from planning through to installation. Features such as fast-lock systems, auto-magnetic cabinets, and front and rear maintenance enabled efficient setup and reliable on-site performance.
Andreas Singer, Project Manager at PIK AG, commented: “Originally BMW specified other brands, but thanks to the partnership between Absen and PIK AG, we won the project. This was due to our professional handling from the beginning and the strong impression of product quality.”
Stone Shi, Chief Technology Officer at Absen, added: “This project demonstrates how thoughtful engineering meets real-world demands. The SA Series combines lightweight design, excellent colour accuracy and creative flexibility, while maintaining fast deployment and operational efficiency. Supporting BMW at this scale highlights Absen’s ability to deliver world-class visual experiences.”
“For a project of this scale and visibility, attention to detail across all disciplines is essential – from technical specification through to on-site execution. As BMW’s technical consulting partner, our focus is on ensuring that all components integrate seamlessly into the overall concept and meet the required quality standards. The LED installation formed a key visual element within the booth, and the collaboration between all involved partners contributed to a reliable and well-executed result,“ said Fabio Stein, Managing Director of NIYU, the technical consulting partner for BMW.
The installation will be on display throughout Auto China 2026, taking place from April 24 to May 3 in Beijing.
For more information about the product, please visit: https://www.absen-europe.com/product/sa-series/
