In Milan, in the heart of the fashion district, in via Verri, BMW Italia has just inaugurated the “House of BMW”, a space of innovation and meeting, designed to enhance all the souls of the brand. This exclusive location will host the various aspects of the brand, from technology to human value, from design to experience, with great attention to sustainability and circularity, electrification and digital. House of Bmw covers a total of 250 square meters and is equipped with 19 video devices, a luxurious place, but at the same time hospitable and relaxing, where it is possible to experience a full 360 ° immersion in the world of the propeller house. .
To welcome visitors on the ground floor there is a single exhibition room where it is currently possible to admire the new i4 electric sedan and the prototype of the CE 04 electric scooter (from 16 December). The path continues with a staircase with an art wall dedicated to the brand’s sustainability manifesto, to the individual stories and the faces that represent it. The heart of the location is the first floor consisting of a meeting room with video conferencing devices and a spacious lounge with kitchen, where it is possible to experience sensory experiences also thanks to the fragrances dedicated to BMW by the Roman brand “Campomarzio70”. House of BMW also wants to represent a refined place for relaxation and listening for the city where you can enjoy a coffee, read a book and listen to music.
Bmw, the digital revolution of sales and the human factor of technology
by Valerio Berruti
“Our technology, our design, our values, beauty, innovation and digital as well as the sustainable and circular approach meet the high level human relationship in a refined, warm, welcoming and luxurious place – he declared Massimiliano Di Silvestre president of Bmw Italia – It is an innovative space, where Hi-Tech and Hi-Touch find their ideal combination. This is our way to prepare the way for the premium urban mobility of the future, to share our range of electric vehicles, starting with the new BMW i4 ”.
Inside there are also some design details derived from the three installations Ace, Comet and Dash created for BMW by the Milanese designer Patricia Urquiola at the Munich auto show and deeply linked to the BMW Group’s circular design strategy. The concept of circularity, in addition to product design, embraces the entire BMW ecosystem, including spaces, as underlined by Adrian van Hooydonk, senior vice president of BMW Group Design: “Circular design is about creating more with less: fewer resources. , more emotions “. House of Bmw was designed with the aim of offering a space in continuous evolution and change, which will host concepts and celebratory cars, capable of transforming itself visually, audio and olfactory based on the proposals on display. (maurilio rigo)
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