The BMW Individual AR App is an augmented reality app for iOS and Android within which the user can view the wide range of BMW Individual options within the collection and witness his BMW Individual 7 Series anywhere he wants, life-sized! He can freely move around the car, experience the details within the colors of the paint and admire the new 7 Series Individual. Part of the challenge was to realize this goal without the use of special hardware, due to the fact that in addition to primary dealers, the end customers are the target audience.