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

On 7 – 12 June the House of BMW in Milan will turn into a centre for dialogue between people, art and technology. Designer and artist Mike Meiré is curating a programme of installations, performances, workshops and discussion formats for the Salone del Mobile design fair. The focus lies on connectedness, digitality and circularity.

BMW Group Design
Design, Concepts, Studies

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BMW Group

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Milan. How can we design technologies that respond to human needs, given the challenges of the modern world? The House of BMW has come up with some answers. Located in the heart of Milan’s fashion district, the company’s dialogue hub will transform into an experimental artistic space for the Salone del Mobile on 7 – 12 June and shine a spotlight on connectedness, digitalisation and circularity.

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

“The House of BMW is an ideal location 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 centre of it all is something we have come to appreciate all over again in recent years: the importance of interpersonal relationships.”

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

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

A creative exchange with artists and their work.
BMW Group Design, the House of BMW, Mike Meiré and the artists he’s selected have come together behind this philosophy. “As a collective of artists, we want to provide a productive place to dream and ultimately to create together,” explains Meiré. The collective includes Lisi Herrebrugh and Rushemy Botter, founders and creative directors of menswear label BOTTER. Inspired by their Caribbean roots, BOTTER’s fashion creations reflect social engagement and environmental awareness, combined with art and innovation. Berlin-based Claudia Rafael, meanwhile, brings together the human interface and the possibilities of technology in her digital art – and uses filters to question existing ideals of beauty. And Anna Deller-Yee splits her life and work between Germany and Italy and describes herself as “the designer that paints too much”. She combines visual and narrative elements of fashion and painting. In her work, traditional artisan crafts become a toolset to express her perception of our society.

The House of BMW will be showing the artists’ work at Via Verri 10 in Milan on 7 – 12 June: In residence Mike Meiré – Tales from a Neo Collective Future.


In the event of enquiries please contact:


Corporate Communications


Michaela Martinus, Spokesperson BMW Group Design

E-mail:, telephone: +49-89-382-21163


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

E-mail:, telephone:  +49-89-382-96543






The BMW Group


With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. The BMW Group production network comprises 31 production and assembly facilities 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 more than 194,000 motorcycles worldwide. The profit before tax in the financial year 2021 was € 16.1 billion on revenues amounting to € 111.2 billion. As of 31 December 2021, the BMW Group had a workforce of 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 at an early stage and consistently makes sustainability and efficient resource management central to its strategic direction, from the supply chain through production to the end of the use phase of all products.






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