June 2017 showcase 47 BMW i recently partnered with Garage Italia Customs – a design centre that specialises in tailor-made projects – to give two spectacular vehicles a truly unique makeover. The collaboration was revealed during a special event celebrating the contributions of the Memphis Design Group – an Italian design and architecture collective, which designed postmodern ceramics, furniture, fabrics, glass and metal objects. The BMW i3 and i8 both received a dramatic design overhaul that pays homage to the creative hub and its role in revolutionising the world of design in the 1980s. “Renewing the bond with BMW i is a great pleasure. I fully share their vision of looking at the future and technological innovation as the leading elements in any project,” says Lapo Elkann, chairman and creative director of Garage Italia Customs. “Creativity, style and innovation have always been the key features of all the work carried out by my team. I can’t help but be proud of the result achieved by my creative hub. Once again, my designers have beaten every expectation; they managed to transfer the real essence of the Memphis Design Group onto these futuristic one-offs.” Founded in 1981 by Ettore Sottsass, the Memphis Design Group introduced daring lines to furniture that was characterised by unusual materials and original graphic patterns. Adrian van Hooydonk, senior vice president of BMW Group Design, says: “During the 1980s, the Memphis Design Group questioned the formal severity and classic functionality of design artefacts both in a somewhat provocative and humorous manner. In this way, Memphis became a symbol of contemporary design. The group challenged existing dogmas, aroused emotions and created designs with high-recognition value. “The BMW Group pursued a similar approach when designing the BMW i vehicles, questioning typical car design language, breaking new ground and redesigning them from scratch. “Electric vehicles of the first generation were predominantly intended to attract attention. We also adopted a new approach with regard to materiality. For example, we were the first car manufacturer to use carbon fibre reinforced plastic as new material for industrialseries production.” Oblique, horizontal and vertical lines along with hypnotic patterns and vibrant colours are the main characteristics of the new liveries created by Garage Italia Customs. Every element is aligned and the geometrical shapes follow the curves of the bodywork of the two cars. Before the various painting phases, different masking is applied to each car in order to create the patterns. The different materials chosen for the upholstery (technical fabric, Alcantara and Foglizzo leather) are in strong contrasting chromatic matches. Bright colours, from orange to purple, green and yellow are the main features along with the tailored graphic patterns. Every element of the cabin is an integral part of the artistic language that stirred the ‘80s and influenced design and décor over the following years. Euro Motors is the BMW Group dealer in Bahrain. Call 17 750-750. Two unique cars were presented by BMW i and Garage Italia Customs to celebrate the groundbreaking work of the now defunct Memphis Design Group during a special event in Italy. EURO MOTORS A GRAND DESIGN www.womanthismonth.com
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