“BMW Group Future Experience is Tailor-made for Tomorrow”: GQ.com01/07/2016
Last week at the Roundhouse in Camden, BMW’s vision of the future was brought to the public in a spectacular display of motoring ingenuity. From projections that conceptualized the future synergy of humans and technology, to the immersive Virtual Reality experience, BMW made it clear that “these aren’t pie-in-the-sky design studies, but marks in the sand”, making the world of tomorrow seem just around the corner.
The most inspiring part of the exhibition, however, was the outstanding BMW, MINI and Rolls Royce concept cars; whereby “no matter how many picture galleries you click through or words you read, very little prepares you for the experience of [seeing them] in real life”.
Speakers at the event included Jason Bradbury from the Gadget show and GQ Editor, Dylan Jones, who were both wholly impressed and excited by these developments:
• Dylan Jones stated that “these vehicles have a sense of reality about them. They reflect the generational shifts we’re seeing today”, concluding that “in design terms they hit a sweet spot and reflect my understanding of what tomorrow holds”
• “This looks like a tech-lover’s playground, but don’t make the assumption that these are toy cars. They’re running, driving things, and they truly have a place in our world of tomorrow” said Jason Bradbury. Praising the models further, he went on to say “The cars look mind-boggling and fantastic, but like the best tailoring and the best fashion, they’re driven forward in partnership with technology, with one element not leading the other.”