DESIGNING THE ULTIMATE DRIVING MACHINE: HOW BMW'S NEW STUDIO IS MAKING AN IMPACT

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This video offers an insightful look into BMW's Designworks Studio in Santa Monica, featuring a discussion with Adrian van Hooydonk, Head of BMW Group Design, and artist Thomas Demand. The conversation centers on the collaboration for the BMW Vision M Next concept car, highlighting how Demand's unique paper-based artistic approach was used to create intriguing teaser images. The discussion delves into the philosophy behind BMW's design language, emphasizing its angularity and flat surfaces, and explores the evolving relationship between digital and analog design processes within the company. Van Hooydonk stresses the importance of Designworks as BMW's 'eyes and ears' globally, fostering interaction with startups and providing crucial market feedback. Both van Hooydonk and Demand share perspectives on the challenges of predicting future design trends and the balance between innovation and customer comfort, underscoring the value of interdisciplinary collaboration between artists, designers, and engineers.