During this year's Milan Design Week, BMW presented the "FUTURE OF JOY," an exhibition introducing the world to the company's latest venture -- the Neue Klasse. Held at the prestigious Salone del Mobile from April 16-21, the event promises a sensory exploration of BMW's forward-thinking design principles.
Adrian van Hooydonk, Head of BMW Group Design, described the Neue Klasse as a transformative project, emphasizing its "electric, digital, circular" ethos. He highlighted its significance not just to BMW but to the auto industry at large, stating, "It is a game changer for the entire company." Notably, BMW's focus appears to be a sophisticated interplay of analog and digital features, cutting-edge bio-based materials and a minimalist design aesthetic that strips things back to the essentials.
Those who visit the House of BMW on Via Monte Napoleone will be greeted by an inviting floral-designed entrance, which leads them into a captivating world where the future of mobility takes center stage. Inside, the exhibition space transitions to a warm palette of yellows and oranges, symbolizing the two vision vehicles: the BMW Vision Neue Klasse and the BMW Vision Neue Klasse X.
Throughout the exhibit, attendees can engage with various design facets -- interior and exterior design, color and trim, user interfaces and sound design. Interactive elements like sustainable material samples, multimedia presentations and a reflective light show invite guests to fully immerse in the new BMW aesthetic.
House of BMW
Salone del Mobile
Via Monte Napoleone, 12
20121 Milano MI, Italy
Click here to view full gallery at Hypebeast
