Interview: Adrian van Hooydonk on the radical BMW iX and lessons from the pandemic

BMW Group head of design Adrian van Hooydonk and the iX

BMW has revealed the iX, an electric production car for 2021 which previews the marque in the new age of transport. I caught up with Adrian van Hooydonk, senior vice president BMW Group design, who explains the progressive design and pioneering technology behind this flagship car. He discusses the possibilities of reinventing the marque in the post-Covid era. Read my exclusive interview here.

See how tech firm Komma is rethinking future cities

The Urban Mobility Vehicle hovers somewhere between a motorbike and a conventional car. It is agile like a two-wheeler, but with the comfort and safety of four wheels. the UMV runs on electricity has a much smaller footprint than a standard city car and is around 34% more energy efficient than your average electric vehicle. Plus, it is designed as a premium product by former creatives from Pininfarina. Possibly even more exciting is the brand behind this inaugural product, Komma. See my interview with the creative team leading this new Swiss start-up setting out to rethink our future cities here.

Interview: Virgil Abloh and Gorden Wagener imagine a new kind of luxury design

G-Class by Mercedes-Benz AG & Virgil Abloh

Project Geländewagen is a fictionalised G-Wagen/G-Class racecar, stripped of all clichés of opulence. This experimental project is the collaborative work of the Mercedes-Benz creative chief Gorden Wagener and Louis Vuitton’s menswear artistic director and founder of fashion label Off-White Virgil Abloh. The product they have imagined together is the antithesis of the polished and flawless world of luxury to offer an alternative approach.

Intrigued by the possibilities of injecting a little of the theatre of fashion to the more subdued world of motoring, I set up a remote interview with the two creative directors to see how the ideas expressed here could potentially entertain the future of Mercedes cars. I also asked what the lessons they may have learned from this pandemic and the approaching climate crisis.

Take a look at what they have to say here

All images © Daimler AG

Mercedes design chief Gorden Wagener on how he plans to take the brand into the sustainable era

Daimler chief design officer Gorden Wagener with Vision AVTR at CES 2020
Daimler chief design officer Gorden Wagener with Vision AVTR at CES 2020

As chief design officer for Daimler AG, Gorden Wagener has the complex task of directing the design for Mercedes, Smart, AMG, Maybach cars, among other brands within the group. Lately, he has been consumed with the new EQ electric sub-brand and with such experimental cars as the Vision AVTR. Here he explains his mission to me.

Why businesses should support the arts post-pandemic

Sculpture by Leelee Chan, winner of the BMW Art Journey with Art Basel © Leelee Chan

As head of BMW’s cultural engagement, Thomas Girst is deeply passionate about arts and ideas. He involves the company in some really interesting projects which not only help these artists and institutions – many of whom rely entirely on corporate sponsorship – but the partnerships also subtly boost BMW’s brand image externally and internally.

Of course, there’s always been a mutually seductive rapport between art and money – and BMW isn’t alone even among car companies to tap into the art world. Yet, not all sponsorships and patronages feel genuine. Some are so off the rail you do wonder who signed the cheque. Girst’s work, though, is different. His choices are relevant to the brand and are topical. They can also be daring – be it exploring the virtual real, the seducing powers of technology, or the plight of the refugee. The latest partnership looks at the climate crisis with Leelee Chan, the winner of the BMW Art Journey with Art Basel, examining how ancient materials and their future substitutes from the fields of nanotechnology and biotechnology inform our debate around ecological and cultural sustainability.

I spoke with Girst following the Art Journey announcement to see where he feels the art world is heading. And he spoke passionately about the vital need for corporations to sponsor and support the arts in the post-pandemic world. He also offered some valuable tips as to how businesses can best get involved with the creative world. Take a closer look here