FUTURE OF JOY by BMW Design - experience the Neue Klasse with all your senses.
| Published date | 17 April 2024 |
M2 PRESSWIRE-April 17, 2024-: FUTURE OF JOY by BMW Design - experience the Neue Klasse with all your senses.
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+++ BMW Group Design shows holistic vision of the future for Design Week in Milan +++ Insights into the creative development process of the BMW Vision Neue Klasse and the BMW Vision Neue Klasse X +++
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...
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