“A Creative’s Journey” provides insights into BMW Design’s creative process at Design Week in Milan.


Milan. The BMW Group design team invites visitors to
their installation “A Creative’s Journey”, timed to coincide with the
Salone del Mobile. The idea is to accompany designers on their quest
to find creative solutions for tomorrow’s mobility. The installation
not only provides insights into BMW Design’s creative process, but
also serves as a meeting place, encouraging visitors to pause and
linger. Milan’s Salone del Mobile is an important source of
inspiration for BMW designers every year and is also vital for
networking and sharing ideas with creatives from other disciplines,
such as fashion, architecture and the arts.

BMW Design – bringing together the new and seemingly
Staying true to the historic roots and
iconic design of the BMW brand, BMW designers approach the future with
positive new thinking. “In a volatile world, we aim to face the future
with a positive mindset. BMW has always tried to reconcile apparent
contradictions: elegance and sportiness, efficiency and dynamic
performance, sustainability and luxury. The unique creativity of the
designers turns this into an emotional experience for our
customers,” according to Domagoj Dukec, head of BMW Design.

Being open to new ideas and striving for the perfect solution are a
common thread throughout BMW Design’s “A Creative’s Journey”
installation. The entrance portal, flanked on both sides by columns,
resembles a car wash – symbolising the start of the creative process,
in which designers rid themselves of all restrictive thinking that
could influence their creativity. This is the only way for them to
open up to unconventional inspiration and completely reinvent themselves.

The inner courtyard symbolises the situation in which designers find
themselves at the start of the task: Rooted in the history of the BMW
brand, they take a close look at the present and consider the social
issues of tomorrow. The centrepiece of the installation, the BMW
Design Sculpture, reflects this – taking the iconic exterior design of
the BMW 3.0 CSL from 1973 and making it into a modern sculpture.

Courtyard seating invites visitors to pause for a few moments. The
seats feature inspiring text fragments that reflect BMW Design’s
thinking: facing the future with optimism and empathy. The courtyard
is also designed as a meeting place where BMW Design interacts with
visitors, exploring new ideas and a history steeped in tradition, as
well as objects of inspiration and the process of creation.

Human-centric design – holistic approach transforms the car of
tomorrow into an oasis of well-being.
Inside the
installation, the visitor embarks on a journey through various design
disciplines. Innovative and sustainable worlds of colour and
materials, interior and exterior artwork, sculptures, design concepts
and exhibits that serve as inspiration for designers in the creative
discovery process illustrate BMW Design’s holistic approach: creating
products and experiences with a human-centric design that appeal to
all the senses. At the heart of it all is the question of which design
requirements will have to be met in the future to make the vehicle a
real “favourite place”.

Finally, the “Phygital Experience”, which fuses the
physical and the digital, demonstrates the seamless transition between
technology and art. The interactive installation transforms the
vehicle model into a dynamic canvas and provides a hands-on experience
of how vehicles will interact with humans in an emotionally engaging
and personalised manner in the future. The installation also
represents the evolution of the BMW Design principle from “form
follows function” to “form follows experience”. This means human
perception and not the function itself is ultimately the key factor in
design decisions.

“A Creative’s Journey” by BMW Design opens as part of the Salone del
Mobile from 18-23 April and can be visited from 10 a.m. to 8 p.m. at
the new House of BMW at Via Monte Napoleone 12.

If you have any questions, please contact:

BMW Group Corporate

Michaela Martinus, Spokesperson BMW Group Design
Email: Michaela.Martinus@bmw.de

Steven Woerns, Spokesperson BMW Group Design
Email: Steven.Woerns@bmw.com

Media website: www.press.bmwgroup.com
Email: presse@bmw.de

The BMW Group

With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW
Group is the world’s leading premium manufacturer of automobiles and
motorcycles and also provides premium financial and mobility services.
The BMW Group production network comprises over 30 production sites
worldwide; the company has a global sales network in more than 140 countries.

In 2022, the BMW Group sold nearly 2.4 million passenger vehicles and
more than 202,000 motorcycles worldwide. The profit before tax in the
financial year 2022 was € 23.5 billion on revenues amounting to €
142.6 billion. As of 31 December 2022, the BMW Group had a workforce
of 149,475 employees.

The success of the BMW Group has always been based on long-term
thinking and responsible action. The company set the course for the
future at an early stage and consistently makes sustainability and
efficient resource management central to its strategic direction, from
the supply chain through production to the end of the use phase of all products.


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