PressClub Italia · Article.
Spheres. Perspectives in Precision & Poetry for BMW designed by Alfredo Häberli.
Fri Feb 06 12:36:12 CET 2015 Comunicati Stampa
Munich/Milan. At this year’s Salone del Mobile in Milan, one of the world’s premier design events, BMW Design will be making its mark once again with a collaborative venture. Zurich designer Alfredo Häberli has teamed up with the BMW Design team led by Karim Habib and Martina Starke – and under the overall direction of Adrian van Hooydonk – to create an installation based on a multi-layered interpretation of the BMW Design leitmotif “Precision & Poetry”.
Press Contact.
Patrizia Venturini
BMW Group
Tel: +39-02-51610-894
send an e-mail
Adrian van Hooydonk says of the project: “Alfredo Häberli approaches
our design philosophy with an ingenious passion and conceptual clout.
I always enjoy philosophising with Alfredo on design and mobility, and
I’m delighted to see these ideas now taking shape in an installation
as well.”
Using personal recollections and experiences of cars, Alfredo
Häberli elevates the theme of mobility to an associative plane.
Against the background of highly automated control, he imbues the
driving experience with new meaning and renders it tangible within an
impressive spatial dimension. How will we use and shape motion,
encounter, time and space? At the centre of his journey into the
immediate future of mobility is a large-scale, deliberately abstract
object whose form cites the lightness of forward motion and whose
design addresses pivotal values of future automotive design:
technically everything is feasible, the luxury of movement focuses on
the core statement, mobility becomes carefree and communicative.
The BMW Group Design team promotes active discourse with
internationally renowned designers and, through this particular
collaboration, once again looks beyond its own boundaries: “In Alfredo
Häberli we have a design partner who addresses our leitmotif
‘Precision & Poetry’ with an unusual depth and from a highly
personal angle,” says Karim Habib, Head of Design BMW Automobiles.
As part of the project, Alfredo Häberli looks at the BMW Group’s
development laboratories and model workshops. Guided by his affinity
to materials, the installation dissolves the traditional concept of
space so as to express itself in free forms and mobility scenarios.
“The installation is a three-dimensional discourse on the theme
‘Precision & Poetry’ – combined with my poetic response to the
theme of luxury,” says Häberli of his work.
Häberli has spent more than half a year working on his concept,
which has spawned numerous sketches, documents and models while
projecting the themes of mobility and luxury into the future by means
of an intense analytical investigation. Liberated from technical
constraints and abandoning the material realm, Alfredo Häberli has
succeeded in developing a new understanding of mobility – one that can
be experienced in Milan in a quite unique way.
The installation “Spheres.Perspectives in Precision & Poetry
for BMW designed by Alfredo Häberli” will be on show in Milan as part
of the Salone del Mobile from 14 to 19 April 2015.