BMW made quite a stir at the Salone del Mobile in Milan this year, one of the world’s premier design events. Partnering with the Alfredo Haeberli, the BMW design team developed an installation titled “Precision & Poetry.”
According to BMW, this installation draws from automotive design, highlighting the incredible sophistication that comes standard with every model. The BMW Automotive Design team captured the driving experience with abstract objects and shapes, playing with shadows and lighting.
“Alfredo Haeberli approaches our design philosophy with an ingenious passion and conceptual clout,” said Adrian van Hooydonk, BMW designer. “I always enjoy philosophizing with Alfredo on design and mobility, and I’m delighted to see these ideas now taking shape in an installation as well.”
Designers were aiming to promote active discourse about automotive design, pushing the boundaries of the industry. BMW wants to move beyond stale concepts and give owners a refreshing change by adding more luxury, sharper lines, and well-defined contours. This design installation is just one example of the many ways BMW owners get luxury other companies just don’t offer.