Personalisation of cars an increasing trend in Middle East, says BMW designer

Senior designer for BMW AG, Ms Alexandra Korndoerfer recently visited
Dubai to share her outlook on future design and fashion trend
directions. As a designer responsible for interior and trim for BMW
Individual, Ms Korndoerfer explained the in-depth process the designers
follow to ensure they produce a premium product that is more than just
a car. "As designers we are influenced by nature, by colour, by
art, by fashion houses and by architecture. These influences help us
create an emotional car that represents the aspirations and dreams of
people who drive them," said Alexandra. "It's interesting
to note there is a current European trend towards Middle East
influences, reflected in the use of bright colours and shiny surfaces
such as chrome and glass. This is more than likely due to increased
travel between the regions, and Dubai seems to be inspiring futuristic
and forward-thinking design across various industries." Ms
Korndoerfer is responsible for designing the trim and colours for high
end BMW models created by BMW Individual and BMW M. BMW Individual
allows customers to individualise their cars through unique exterior
colours, complementary interiors, contrasting seat stitching and
piping, embossed or embroidered logos on head rests. "Over five
per cent of all BMW's delivered in the Middle East have been
personalised through the BMW Individual and BMW M programmes, which
makes the region the fifth biggest worldwide for this personalisation
service," continued Alexandra, "We find customers here enjoy
expressing themselves through the use of colour, and their cars become
a very visible extension of their personalities." Ms
Korndoerfer studied Textile Design in Germany and worked in Switzerland
as a textile designer before joining BMW AG. She has worked on designs
that were tailor-made for well-known fashion brands such as Huge Boss,
Van Laack, Strenesse, Max Mara, Jil Sander, and many others.
"It's not just about seasonal trends, we deliberate and select
trends for their durability and longevity," she continued,
"It's not about bringing out a new colour that is fashionable only
for a year, we aim to produce designs and colours that are
timeless." Alexandra's latest trend in colour for BMWs for this
region is the new White Metallic, which will arrive in the Middle East
in September for BMW 6 and 7 Series. "We often find the
environment chooses the colour, and white is very popular here due to
the influences of the sun, the sea and the incredible light. The
brightness of White Metallic reflects the spirit of the region, and we
believe this new colour will receive very positive response."
For more information please contact:- Rana Jones, Corporate
Communications, BMW Group Middle East Telephone: +971 4 313 2600 (615)
direct, Fax: +971 433 00120 Email: rana.jones@bmw.com OR Kelly Smith,
Account Director, MCS/Action Telephone: + 971 50 498 3085 Email:
Kelly.s@actionprgroup.com Media website: www.press.bmwgroup.com