During this year’s Milan Design Week, BMW presented the “FUTURE OF JOY,” an exhibition introducing the world to the company’s latest venture — the Neue Klasse. Held at the prestigious Salone del Mobile from April 16-21, the event promises a sensory exploration of BMW’s forward-thinking design principles.
Adrian van Hooydonk, Head of BMW Group Design, described the Neue Klasse as a transformative project, emphasizing its “electric, digital, circular” ethos. He highlighted its significance not just to BMW but to the auto industry at large, stating, “It is a game changer for the entire company.” Notably, BMW’s focus appears to be a sophisticated interplay of analog and digital features, cutting-edge bio-based materials and a minimalist design aesthetic that strips things back to the essentials.
Those who visit the House of BMW on Via Monte Napoleone will be greeted by an inviting floral-designed entrance, which leads them into a captivating world where the future of mobility takes center stage. Inside, the exhibition space transitions to a warm palette of yellows and oranges, symbolizing the two vision vehicles: the BMW Vision Neue Klasse and the BMW Vision Neue Klasse X.
Throughout the exhibit, attendees can engage with various design facets — interior and exterior design, color and trim, user interfaces and sound design. Interactive elements like sustainable material samples, multimedia presentations and a reflective light show invite guests to fully immerse in the new BMW aesthetic.
House of BMW
Salone del Mobile
Via Monte Napoleone, 12
20121 Milano MI, Italy
