PressClub Slovenia · Article.
FUTURE OF JOY by BMW Design – doživite Neue Klasse z vsemi čutili.
Tue Apr 16 10:00:00 CEST 2024 Sporočilo za javnost
+++ BMW Group Design predstavlja holistično vizijo prihodnosti za Milanski teden oblikovanja +++ Vpogled v ustvarjalni proces razvoja BMW Vision Neue Klasse in BMW Vision Neue Klasse X +++
Dodatne informacije so na voljo spodaj in v priponki v angleščini.
Milan. “FUTURE OF JOY” is the name of the
exhibition that BMW Group Design is presenting at the Salone del
Mobile 2024 in Milan. The focus is on the Neue Klasse and what it
means for the design of the BMW brand.
“The Neue Klasse represents the next generation of BMW vehicles
with its core characteristics ‘electric, digital, circular’”, says
Adrian van Hooydonk, Head of BMW Group Design. “It is a game changer
for the entire company. This change is particularly evident in the
design. Whether through the fusion of analogue and digital, new
bio-based materials or the monolithic design language reduced to the essentials.”
“FUTURE OF JOY” by BMW Design presents working environments in
which BMW designers are developing these pioneering solutions for the
electric, digital and circular mobility of tomorrow. Visitors will
gain insights into the new design strategy and the development process
of the two Vision vehicles and will be able to see, hear, feel, taste
and smell the Neue Klasse.
The dawn of a new design era.
The aspiration to create technologically excellent products and,
at the same time, emotional experiences that put people at the centre
is consistently reflected in the exhibition. The entrance portal,
which welcomes visitors with a friendly floral design, already forms
the gateway to a new world. From the street, the portico already
provides a glimpse of the BMW Vision Neue Klasse. With a subtle sound
and fragrance experience, the portal immediately gives visitors the
feeling of an optimistic and inspiring future. This is made tangible
by the BMW Vision Neue Klasse, which presents itself to the public in
the new design language of BMW – clear, elegant and timeless – in the
centre of the courtyard. The atrium sees itself as a place of
encounter, inspiration and reflection.
With the transition into the interior of the exhibition “FUTURE
OF JOY” by BMW Design, the visitor enters a warmer world of colours
with yellow and orange tones. On a journey through the different
design disciplines, interior and exterior, colour and trim design, as
well as user interface and sound design, they discover how formerly
separate categories merge into one another and together create a
holistic user experience. A light show plays with the colour concepts
of the two vision vehicles: yellow for the BMW Vision Neue Klasse and
orange for the BMW Vision Neue Klasse X. The matt silver ceiling of
the room creates a feeling of endless space as a result of reflection
and stands for harmony between people and technology. Sustainable
colour and material samples, artwork from the work and design process
and multimedia presentations of the BMW Vision Neue Klasse and BMW
Vision Neue Klasse X enable the audience to immerse itself in the
feeling of positive lightness of the Neue Klasse.
“FUTURE OF JOY” by BMW Design is opening as part of the Salone
del Mobile from 16 to 21 April 2024 and can be visited between 10 a.m.
and 7 p.m. at the House of BMW in Via Monte Napoleone 12 in Milan.
Salone del Mobile – a place for creative exchange.
For the BMW Group design team, the Milan Design Week is one of
the essential sources of inspiration and platforms for exchanging
ideas with other designers and creative minds from the fields of
fashion, art and architecture. Holger Hampf, Head of BMW Group
Designworks, together with Alice Rawsthorn, design critic and
co-founder of Design Emergency, discussed the topic “Design as
Accelerator for Change” at the opening of the Salone del Mobile in the
House of BMW. A recording of the talk on the role of design and how it
accelerates positive change can be seen at
www.designboom.com