2024 年 4 月 16 日
+++ BMW Group Design 在米兰设计周展示未来的整体愿景 +++ 深入了解 BMW Vision Neue Klasse 和 BMW Vision Neue Klasse X 的创意开发过程 +++
米兰。 “FUTURE OF JOY”是 BMW Group Design 在 2024 年米兰国际家具展上举办的展览的名称。重点是 Neue Klasse 及其对 BMW 品牌设计的意义。
“Neue Klasse 代表了下一代 BMW 车辆，其核心特征是‘电动、数字、循环’”，宝马集团设计主管 Adrian van Hooydonk 说道。 “这对整个公司来说是一个游戏规则改变者。这种变化在设计上表现得尤为明显。无论是通过模拟和数字的融合、新的生物基材料还是简化到本质的整体设计语言。”
BMW Design 的“FUTURE OF JOY”展示了 BMW 设计师正在为未来的电动、数字和循环出行开发这些开创性解决方案的工作环境。参观者将深入了解两款Vision汽车的新设计策略和开发过程，并能够看到、听到、感觉到、尝到和闻到Neue Klasse。
新设计时代的黎明。
展会始终体现出创造技术卓越的产品和以人为本的情感体验的愿望。入口处以友好的花卉设计欢迎游客，已经成为通往新世界的大门。从街上的门廊就可以看到 BMW Vision Neue Klasse。凭借微妙的声音和香味体验，门户立即给游客带来乐观和鼓舞人心的未来的感觉。 BMW Vision Neue Klasse 体现了这一点，它在庭院中央以 BMW 新的设计语言——清晰、优雅和永恒——向公众展示。中庭将自己视为一个相遇、灵感和反思的地方。
随着进入宝马设计公司“FUTURE OF JOY”展览的内部，参观者进入了一个以黄色和橙色为主色调的温暖色彩世界。在穿越不同设计学科、内部和外部、色彩和装饰设计以及用户界面和声音设计的旅程中，他们发现了以前独立的类别如何相互融合并共同创造整体的用户体验。灯光秀展现了两种视觉车辆的色彩概念：黄色代表 BMW Vision Neue Klasse，橙色代表 BMW Vision Neue Klasse X。房间的哑光银色天花板通过反射和反射营造出无尽空间的感觉。代表人与技术的和谐。 BMW Vision Neue Klasse 和 BMW Vision Neue Klasse X 的可持续色彩和材料样本、工作和设计过程中的艺术品以及多媒体演示使观众能够沉浸在 Neue Klasse 积极轻盈的感觉中。
BMW Design 的“FUTURE OF JOY”作为米兰国际家具展的一部分将于 2024 年 4 月 16 日至 21 日开幕，上午 10 点至晚上 7 点可在位于米兰 Via Monte Napoleone 12 号的 BMW House 参观。
米兰国际家具展——创意交流的场所。
对于宝马集团设计团队来说，米兰设计周是重要的灵感来源和与时尚、艺术和建筑领域的其他设计师和创意思想交流的平台之一。宝马集团 Designworks 负责人霍尔格·汉普夫 (Holger Hampf) 与设计评论家兼 Design Emergency 联合创始人 Alice Rawsthorn 在宝马汽车家具展开幕式上讨论了“设计作为变革的加速器”这一主题。关于设计的作用及其如何加速积极变革的演讲录音可以在
www.designboom.com上查看
FUTURE OF JOY by BMW Design – experience the Neue Klasse with all your senses.
16.04.2024
+++ 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 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
