BMW House in Milan: BMW Group Design and Mike Meir present “Tales from a Neo Collective Future” at the Salone del Mobile.


Milano. How to design technologies that meet human needs in the face of the challenges of the modern world? The BMW House has provided some answers. Located in the heart of Milan’s fashion district, the company’s dialogue hub will transform into an experimental art space for Salone del Mobile from June 7-12 and will shine a light on connectivity, digitization and circularity.

House of BMW: In residence Mike Meiré – Tales of a Neo Collective Future” is the name of the six-day program made up of installations, performances, workshops and discussion formats – with artistic director, designer, curator and artist Mike Meiré taking the artistic direction.

“The BMW House is an ideal place for this interdisciplinary project”, explains Massimiliano Di Silvestre, President and CEO of BMW Italy. “Here, technology, design, beauty and innovation share the stage with sustainability and circularity. And at the center of it all is something we have come to appreciate again in recent years: the importance of relationships. interpersonal.”

“Tales from a Neo Collective Future” sees artists Botter, Claudia Rafael and Anna Deller-Yee reflect the zeitgeist. They address the opportunities and challenges of technological developments by interpreting digitization and circularity strategies. During the Salone del Mobile, the BMW House will be transformed to this end into an open space of possibilities where artists and visitors venture together into the sphere between perception and poetry, factual and fantastic. “Art can inspire us as designers to really think radically about innovation. Design is, in a sense, the combination of art and technology,” said Adrian van Hooydonk, Senior Vice President BMW Group design. “The Salone del Mobile offers an exciting platform where we can rediscover this symbiosis again and again.”

The Neue Klasse is the standard-bearer of a new attitude.
The BMW Group is part of this space of experience, a company in transition. The underlying spirit of this process can be seen most prominently in the BMW i Vision Circular study car. The fully electric four-seater embodies the BMW Group’s intention to become the world’s most sustainable manufacturer of premium individual mobility. It marks the starting point of a whole new attitude. The circular economy has been a factor in its design from day one of its development. The BMW i Vision Circular is not a finished product, it is a vision. And that connects it to the artwork of “Tales from a Neo Collective Future”: Both are blueprints of what could be.

A creative exchange with artists and their work.
BMW Group Design, Maison BMW, Mike Meiré and the artists he has selected have come together around this philosophy. “As a collective of artists and designers, we want to use the possibilities we have today and the challenges we face to create a place that inspires us, moves us and stimulates us to dream”, explains Mike Meiré . The collective includes Lisi Herrebrugh and Rushemy Botter, founders and creative directors of menswear brand BOTTER. Inspired by their Caribbean roots, BOTTER’s fashion designs reflect social commitment and environmental awareness, combined with art and innovation. Berlin-based Claudia Rafael brings together the human interface and the possibilities of technology in her digital art – and uses filters to challenge existing ideals of beauty. Anna Deller-Yee lives and works in Germany and Italy. She describes herself as “the designer who paints too much”. She combines visual and narrative elements of fashion and painting. In his work, traditional craftsmanship becomes a set of tools to express his perception of our society.

BOTTER considers circularity as the central element of their works.
In Milan, they will work with a recycled object found all over the world: the archetypal “Monobloc” chair. Originally thought of as disposable, the designers will elevate this mass product to the rank of one-off, tailor-made pieces, objects that completely change the way they are perceived through a new shell. By wrapping each chair like a textile sculpture – a radical upcycling process – BOTTER not only experiments with the conventional order of high and low culture, but challenges production methods.

BOTTER’s second work deals with the evolution of movement. He invites us to consider an alternative to the way we understand the movement today. The sculpture appears as a kind of capsule – made from recycled plastic. A large transparent mold, inspired by a toy box, encloses a void in the life-size figure of a human being. Seeming to emerge from another dimension, the work offers an alternative to the familiar. In this sense, BOTTER creates a mold of what could happen, an empty space that we can fill with our imagination.

Claudia Rafael questions the societal potential of technological innovation.
For “Tales from a Neo Collective Future”, Claudia Rafael explores the profoundly human capacities of technological innovation. Throughout the duration of the exhibition, the artist collects images from visitors on site. By modifying these images with his facial filtering technique and integrating them with an ever-growing data set, the artist creates a portrait of all participants with Artificial Intelligence. Over time, an image is created that symbolizes all visitors to Neo Collective. They can interactively experience the process of capturing the face filter by adding their image to a “collective portrait” that will emerge at the end of the exposure. During the program, visitors can see the image evolve in real time. This collective image illustrates the contradictions of digitization: its anonymity and its intimacy.

Anna Deller-Yee empowers collective movements using a human touch.
Anna Deller-Yee uses the SMELL OF RAIN metaphor for “Tales from a Neo Collective Future”. In a figurative work, the artist combines painting and embroidery. An ancestral knowledge of craft trades becomes the set of tools to express one’s perception of our society. A large-scale tapestry composed of various materials expresses how human contact can empower collective movements, especially in the digital age.

A rich and varied program transforms the BMW House into an Open House.
A variety of design events, performances and talks between Mike Meiré and BMW Design Manager Domagoj Dukec, as well as artists from the collective, will also take place over the six days of the show. Additionally, in an example of sustainable production at work, a miniature version of the BMW i Vision Circular – the circular vision of BMW Group Design – will be created live and without any waste during the week using a 3D printer.
Michelle Elie’s “Cooking Experience” places a collective ritual center stage: the shared experience of cooking and eating. And Mike Meiré’s installation “Lab to Market” tells its story here too – of the bustling chaos of a market, with all its flavors and aromas, meeting the artificial technological order of a laboratory.

From June 7 to 12, Maison BMW will exhibit the work of artists Via Verri 10 in Milan: In residence Mike Meiré – Tales from a Neo Collective Future.

You can find the latest information about the program here.

In case of enquiries, please contact:

Business communication

Michaela Martinus, BMW Group Design Spokesperson

Email: [email protected], phone: +49-89-382-21163

Almut Stollberg, Head of Communication Innovation, Design, Technology, Digital Car

Email: [email protected], Phone: +49-89-382-96543


Email: [email protected]

The BMW Group

With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading manufacturer of premium automobiles and motorcycles and also provides premium financial and mobility services. The BMW Group production network includes 31 production and assembly sites in 15 countries; the company has a global sales network in more than 140 countries.

In 2021, the BMW Group sold over 2.5 million passenger vehicles and over 194,000 motorcycles worldwide. Pre-tax profit for the 2021 financial year was 16.1 billion euros on revenues of 111.2 billion euros. As of December 31, 2021, the BMW Group had 118,909 employees.

The success of the BMW Group has always been based on long-term thinking and responsible action. The company set the course for the future early on and consistently places sustainability and efficient resource management at the heart of its strategic direction, from supply chain to production through the end of the production phase. use of all products.






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