BMW made quite a stir in Italy during the Salonne del Mobile in Milan, one of the world’s premier design events. Partnering with Zurich designer Alfredo Haeberli, BMW presented a groundbreaking installation titled “Precision & Poetry.”
According to BMW, the installation is designed with the theme of mobility in mind. Consisting of sharp lines, contrasting colors, rich texture, and plunging shadows, the new installation is just a taste of high quality BMW automotive design.
“Alfredo Häberli approaches our design philosophy with an ingenious passion and conceptual clout,” said art director Adrian van Hooydonk. “I always enjoy philosophising with Alfredo on design and mobility, and I’m delighted to see these ideas now taking shape in an installation as well.”
Aiming to promote active participation in innovative auto design, BMW designers are pushing the boundaries of the industry. BMW wants to encourage other automakers to move beyond stale concepts and give owners a refreshing new change by adding sharper lines, more luxury, and well-defined contours. This design installation is just one of the many ways BMW owners get sophistication other companies just don’t offer.