During Milan Design Week 2024, the BMW Group Design he revealed FUTURE OF JOYan exhibition that promises to be a sensorial journey through innovation and creativity.
This installation, presented on the occasion of the Salone del Mobile 2024, places the emphasis on “New class”, a revolutionary concept that redefines the aesthetics of the well-known automotive brand.
“The Neue Klasse represents the next generation of BMW vehicles with its key features 'electric, digital, circular',” he explains Adrian van Hooydonk, Head of BMW Group Design. “It's a game changer for the entire company. This change is particularly noticeable in the design. Whether through the fusion of analog and digital, new biological base materials or the monolithic design language reduced to the essentials.”
BMW Group Design presents FUTURE OF JOY at Milan Design Week 2024
The FUTURE OF JOY exhibition offers a window into the creative spaces where BMW's talents are shaping the future of mobility. With an eye on sustainability, designers are exploring cutting-edge solutions for an electric, digital and sustainable tomorrow.
Event participants are invited to immerse themselves in a multi-sensory experience: from the vision of Vision vehicle prototypeslistening to the ideas that inspired them, up to the touch of the innovative textures, without forgetting the scents that characterize the Neue Klasse.
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