BMW Middle East is presenting a pavilion dedicated to the new BMW 7 Series at Dubai Design Week 2026, designed by couturier Rami Al Ali. Entitled A Tribute to Dedication, the pavilion aims to showcase craftsmanship, material selection and precision through an architectural space inspired by automotive design and haute couture.
The project presents BMW’s luxury saloon not only as a vehicle but also through the use of fabric and structural elements that reflect its design philosophy.
What Is the Concept Behind the BMW 7 Series Pavilion?
Dedication and attention to detail are central to the pavilion’s theme. The installation seeks to capture the care, precision and commitment required to bring a design to life. BMW Middle East commissioned Al Ali to create an architectural space that connects the BMW 7 Series with his expertise in couture.
The pavilion aims to give visitors the opportunity to experience the car alongside the design concept that underpins the installation.
How Is Couture Relevant to the Pavilion?
Layering, a key technique in fashion design, is one of the elements Al Ali has incorporated into the pavilion. Fabrics such as muslin and organza are arranged in multiple layers to form the structure.
This approach applies the use of lightweight fabrics and fashion techniques within an architectural setting. Through different combinations of form and material, the pavilion explores how texture, repetition and composition can shape the experience of an interior space.
What Is the Relationship Between Automotive Engineering and Fashion Design?
The collaboration brings together two disciplines that rely on precision in design, material selection and construction. Automotive engineering involves balancing aesthetic considerations with technical requirements, while couture places particular emphasis on fabric, construction and finishing.
The pavilion reflects these shared principles through its choice of materials and spatial arrangement. The new BMW 7 Series serves as a focal point, illustrating the relationship between automotive engineering and design.
What Is Rami Al Ali’s Background in Couture?
Rami Al Ali is a Syrian fashion designer renowned for his creative vision, exceptional craftsmanship and distinctive use of materials. In June 2025, Al Ali became the first Syrian designer to present a collection on the official Haute Couture calendar of the Fédération de la Haute Couture et de la Mode in Paris. He was also recognised in The Business of Fashion 500 Class of 2023 for his contribution to the global fashion industry.
At the BMW 7 Series pavilion, Rami Al Ali translates the layering techniques he employs in couture into an architectural setting, using fabric, structure and repetition to create an environment that celebrates dedication and craftsmanship.
