BMW Middle East will participate in Dubai Design Week 2024 for the third consecutive year from 5 to 10 November at Dubai Design District (d3). The event will showcase the convergence of sustainability, innovation, and design for luxury with a special commission titled “The Luxury of Less,” designed by Arianna Bavoussou and Andre Chedid of the multidisciplinary firm AB+AC Architects.
As the exclusive automotive partner of Dubai Design Week, BMW Middle East’s ongoing commitment to art, design, and culture remains a crucial aspect of its brand identity.
The AB+AC “Luxury of Less” Pavilion is a large-scale pavilion designed to stimulate the senses. It embodies the essence of comfort and encourages audiences to explore luxury from a new perspective, emphasising the simple and conscious use of limited resources, a key element of sustainable living in the future. The pavilion will feature diverse activities curated by the architects to provide a unique experience.
The pavilion will be designed as a multi-layered experience of colours, lights, and textures, from the BM W iX to a massive wooden cube covered in sapphire blue chiffon to connect with the sky, a border area featuring bright orange silk resembling the colours of a desert sunset with the journey ending in an intimate interior room.
From the outset, visitors will interact with the BMW iX, a symbol of sustainable automotive engineering. It uses 100% green hydroelectric power in its production process. It includes a high proportion of natural and recycled materials, which aligns with BMW’s ambitions to achieve climate neutrality by 2050. They will have the opportunity to interact directly with the modular interior and innovative materials featured in the BMW iX, including CelestiAL-R, a world-first combination of solar aluminium and recycled metals, sustainable leather tanned using an environmentally friendly process based on olive leaf extract, and carpeting made from recycled nylon waste, including fishing nets. Similarly, the concept of modularity and reusability was also an essential part of AB+AC’s design. The entire structure of the pavilion, including the interior and exterior panels, will be built and assembled using the same modular approach as the car’s components. The pavilion can be easily replaced, disassembled, and reassembled as needed, giving the project a second life cycle that aligns with BMW’s core values and intentions.
