MAX MISSONI, BMW DESIGNER: SHAPING THE FUTURE OF BMW, ALPINA, AND LUXURY DESIGN

EV Channels Review

This interview with Max Missoni, BMW's Head of Design for the Middle Class, Luxury, and ALPINA segments, offers a compelling glimpse into the future of BMW's design philosophy. Missoni, transitioning from Polestar, emphasizes BMW's unique ability to balance deep heritage with a courageous drive for innovation, citing the panoramic iDrive and the Neue Klasse as prime examples. He highlights that luxury in automotive design is increasingly about storytelling and experiences, with BMW possessing a rich narrative to draw from. Missoni also touches upon the distinct character of ALPINA, suggesting a future that respectfully yet boldly translates its charming, personal stories into modern designs. The discussion also provides valuable insights into the transition from a startup environment like Polestar to a legacy brand like BMW, noting the trade-offs between flexibility and established processes. For aspiring designers, Missoni stresses the importance of problem-solving rooted in industrial design principles over mere styling.