Designworks creates User Experience Design for Forbes International Tower.


Munich. Designworks, the innovation studio of the BMW
Group, has been tapped by real estate developer Magnom Properties to
partner in creating an emotionally engaging design for the façade of
the new Forbes International Tower in Egypt. The tower is to become a
milestone in sustainable urban development in the Middle East. The
idea behind architects Adrian Smith + Gordon Gill’s concept for the
230-metre (755-foot)-tall building was to create a uniquely modern
symbiosis between architecture and the environment. In keeping with
this concept, the Designworks team will integrate such features as
reflection, illumination, and digital interactivity into their design
to create a harmonious sense of interrelatedness between the building,
the environment, and the building’s occupants and visitors.

Designworks will also be taking on the design of a continuous
user journey across all physical and digital touchpoints of the EV
charging park. For this project, the team will draw on the BMW Group’s
experience design process, which is focused on the needs of the
customer. Magnom Properties CEO Maged Marie comments: “The
collaboration with Designworks aligns perfectly with our vision of
creating an absolutely exceptional experience – one that integrates
innovative technologies to give visitors an entirely new sense of the
building, from both the outside and the inside.”

The 55-story business tower, planned in partnership with Forbes,
will be part of Cairo’s new administrative and financial district.
With a total space of more than 100,000 m2 (328,000 sq.
ft.), it will set a new benchmark for sustainable architecture. The
overarching goal is to minimize the building’s carbon footprint and
achieve the highest certifications for ecological construction.

“The BMW Group was the world’s first car manufacturer to
have its own environmental protection officer and today,
sustainability is at the heart of the company´s focus – far beyond the
automobile,” remarks Holger Hampf, head of Designworks. “As
a BMW Group subsidiary, we are proud to be involved in the design for
the Forbes International Tower. It is our firm belief that
high-quality design can contribute to changing customer mindsets and
behavior, promoting more responsible action.”

The Forbes International Tower in Egypt is scheduled to be
completed in 2027. Additional commercial towers of this type are being
planned in the United Arab Emirates and in Saudi Arabia.

If you have any questions, please contact:

BMW Group Corporate Communications

Michaela Martinus
Telephone: +49-160-963-13773

Steven Wörns
Spokesperson BMW Group
Telephone: +49-151-601-16992

Media Website:

About Designworks

Designworks is the BMW Group’s innovation studio and
a global creative consultancy at the intersection of design,
technology and innovation. The “Architects of Future” focus
on mobility, product and digital life design, as well as strategic
design consulting. The formerly independent creative studio was taken
over by the BMW Group in 1995. Designworks acts as a driving force for
all brands of the parent company and as an innovation driver for a
large number of clients from a wide range of industries, such as IT
and consumer electronics, aviation technology, the medical and
environmental sectors, and the lifestyle and sports
The studio was founded in 1972 in Malibu, California
by Chuck Pelly. Holger Hampf has been at the helm of the consulting
agency since 2017.

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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