Being at an airport is often a waiting game. So why not make the wait worth the while? We went to four major airports across Canada and furnished the BMW-sponsored Air Canada Maple Leaf Lounge with a 15-foot interactive library that housed exclusive content for lounge visitors to explore. Using colour recognition technology, visitors’ phones detected active objects on the shelf, unlocking the exclusive content within them—from specially curated music playlists, to complimentary movie downloads and more. The experience was only available within the lounge, and content was updated on a regular basis, giving visitors an exclusive chance to experience the brand, and a reason to connect with BMW each time they returned.