In the heart of Milan, amidst the vibrant atmosphere of the Salone del Mobile 2024, BMW Group Design premiered the captivating exhibition “FUTURE OF JOY.” Basically, this exhibition represents the innovative spirit of BMW, with focus on the transformative concept under Neue Klasse and its profound implications for the future of automotive design and mobility.
Embracing the Neue Klasse Revolution
At the heart of the “FUTURE OF JOY” exhibition lies the ethos of the Neue Klasse. Especially, representing a paradigm shift in BMW’s approach to vehicle design. Adrian van Hooydonk, Head of BMW Group Design, summarized the essence of the Neue Klasse by describing it as “electric, digital, circular”. Especially, A trinity that symbolizes BMW’s commitment to innovation and sustainability.
The exhibition showcases the creative realms where BMW designers are crafting pioneering solutions for futuristic electric, digital, and circular mobility. Further, inviting visitors to immerse themselves in the journey of the Neue Klasse. Especially, experiencing its evolution firsthand through a multi-sensory exploration.
A Journey into the Future at “FUTURE OF JOY” by BMW Design
Moreover, once the visitants step into the realm of “FUTURE OF JOY,” greeting them is an enchanting entrance portal adorned with a floral design, signaling the gateway to a new era of automotive excellence. The ambiance is curated to evoke optimism and inspiration, setting the stage for a transformative experience.
The BMW Vision Neue Klasse can be found at the center of the event. Further, standing as a beacon of BMW’s design philosophy – clear, elegant, and timeless. Amidst the curated spaces, visitants encounter a fusion of interior and exterior design elements. Where traditional boundaries dissolve, giving rise to a holistic user experience.
Crafting Holistic Experiences
The exhibition surpasses the conventional boundaries of automotive showcases. Especially, offering visitants a glimpse into the intersection of design disciplines. From color and trim design to user interface and sound design. Basically, each aspect harmoniously coincides to create an immersive journey.
An enthralling light show moves across the space, reflecting the distinctive color concepts of the BMW Vision Neue Klasse and BMW Vision Neue Klasse X. Wherein, the yellow symbolizing optimism and orange embodying innovation. The ambiance is further elevated by sustainable materials and multimedia presentations. Further, inviting visitants to partake in the spirit of the Neue Klasse.
A Platform for Creative Exchange
Beyond showcasing BMW’s design prowess, the Salone del Mobile serves as a nexus for imaginative discourse and trade. Holger Hampf, Head of BMW Group Designworks, alongside design critic Alice Rawsthorn, engage in a provocative conversation on “Design as Accelerator for Change,”. Further, emphasizing the pivotal role of design in driving positive societal transformation.
Experience the Future Today at “FUTURE OF JOY” by BMW Design
“FUTURE OF JOY” by BMW Design invites enthusiasts and visionaries alike to embark on a journey into the future of mobility. From April 16th to 21st, 2024, the exhibition welcomes visitants to the House of BMW on Via Monte Napoleone 12 in Milan. Further, offering a glimpse into a world where innovation, sustainability, and joy converge seamlessly.
In conclusion, the “Future of Joy” exhibition not only represents the celebration of BMW’s design legacy. But also as a testament to its unwavering commitment to shaping a brighter, more sustainable future for mobility.