“Double Space for BMW – Precision & Poetry in Motion” by Edward Barber & Jay Osgerby. A design installation that melds precision and poetry into a unique experience.

Munich/London. As part of the London Design Festival 2014, BMW Design will once again be spotlighting its competence at one of the world’s leading design events. In collaboration with the BMW Design team led by Karim Habib and under the overall direction of Adrian van Hooydonk, the British designers Barber & Osgerby have created an arresting installation based on the leitmotif “Precision & Poetry”. As part of the extended partnership between BMW and the London Design Festival, the work will go on show in the magnificent Raphael Gallery at the Victoria and Albert Museum (V&A). “A successful project always needs the right combination of partners. BMW not only understand design, they live it,” says Ben Evans, director of the London Design Festival. “Barber & Osgerby have a deserved reputation as thoughtful and innovative designers. The V&A is the global institution for design and the London Design Festival is renowned for its design commissioning programme. That is why “Double Space for BMW” is such an unmissable project.”

With “Double Space for BMW”, the BMW Group is adding a design installation to its partnership with the London Design Festival, which began in 2013.
“For BMW Group customers, design is the number one reason for buying a vehicle,” comments Adrian van Hooydonk, Senior Vice President BMW Group Design. “On that basis, we promote an active design culture and are involved in high-profile events such as the London Design Festival. We are delighted to be actively supporting this year’s Festival. Our partnerships with internationally renowned designers are always an inspirational experience for the entire
BMW Group design team. And that goes for this year in particular, which sees us displaying the installation “Double Space for BMW – Precision & Poetry in Motion” by Edward Barber & Jay Osgerby in what promises to be an extraordinary experience.”

The experience of “Precision & Poetry” as theme of the installation.

BMW and Edward Barber & Jay Osgerby share a passion for ingenious thinking and forward-looking materials. The debate between the design teams on how to approach the task under the theme of “Precision & Poetry” gave rise to the installation. Presented in one of the V&A’s best known galleries housing the famous Raphael Cartoons for the tapestries that adorn the Sistine Chapel this installation invites visitors to glance upwards, actively experience art and space, and linger. The reflections of the huge Raphael Cartoons generate a unique realm of experience over a floor space of 600 square metres. “We are passionate about the aesthetics of motion, an experience which BMW Design translates into technical precision and poetic meaning,” says Karim Habib, Head of Design BMW Automobiles. “Barber & Osgerby reflect the design philosophy of the BMW brand in a kinetic installation: with its unusual dimensions, “Double Space for BMW” opens up new perspectives within the V&A’s Raphael Gallery while at the same time forging an alluring union of past and present.”

“Double Space for BMW – Precision & Poetry in Motion” by Edward Barber & Jay Osgerby is on display during London Design Festival in the Raphael Gallery at the Victoria and Albert Museum, Cromwell Road, London SW7 2RL.