The House of BMW in Milan: BMW Group Design and Mike Meiré present “Tales from a Neo Collective Future” at the Salone del Mobile

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How can we design technologies that respond to human needs, given the challenges of the modern world? The House of BMW has come up with some answers. Located in the heart of Milan’s fashion district, the company’s dialogue hub will transform into an experimental artistic space for the Salone del Mobile on 7 – 12 June and shine a spotlight on connectedness, digitalisation and circularity.

House of BMW: In residence Mike Meiré – Tales from a Neo Collective Future” is the name of the six-day programme made up of installations, performances, workshops and discussion formats – with art director, designer, curator and artist Mike Meiré taking the artistic lead.

“Tales from a Neo Collective Future” sees the artists Botter, Claudia Rafael and Anna Deller-Yee reflecting the spirit of the times. They tackle opportunities and challenges of technological developments by interpreting strategies of digitalisation and circularity. During the Salone del Mobile, the House of BMW will, to this end, transform into an open space of possibilities where artists and visitors venture together into the sphere between perception and poetry, factual and fantastic. “Art can inspire us as designers to think really radically about innovation. Design is, in a sense, the combination of art and technology,” says Adrian van Hooydonk, Senior Vice President BMW Group Design. “The Salone del Mobile provides an exciting platform where we can rediscover this symbiosis again and again.”

The Neue Klasse is a standard-bearer for a new attitude.
The BMW Group is part of this experience space, a company navigating transition. The underlying spirit of this process can be seen very prominently in the BMW i Vision Circular study car. The fully electric four-seater embodies the BMW Group’s intention to become the most sustainable manufacturer in the world of individual premium mobility. It marks the starting point for a whole new attitude. Circular economy was a factor in its design from day one of development. The BMW i Vision Circular is not a finished product, it’s a vision. And that connects it with the artworks in “Tales from a Neo Collective Future”: Both are blueprints of what could be.

A creative exchange with artists and their work.
BMW Group Design, the House of BMW, Mike Meiré and the artists he’s selected have come together behind this philosophy. “As a collective of artists and designers we want to use the possibilities we have today and the challenges facing us as we look ahead to create a place which inspires us, moves us and stimulates us to dream,” explains Mike Meiré. The collective includes Lisi Herrebrugh and Rushemy Botter, founders and creative directors of menswear label BOTTER. Inspired by their Caribbean roots, BOTTER’s fashion creations reflect social engagement and environmental awareness, combined with art and innovation. Berlin-based Claudia Rafael, meanwhile, brings together the human interface and the possibilities of technology in her digital art – and uses filters to question existing ideals of beauty. Anna Deller-Yee lives and works in both Germany and Italy. She describes herself as “the designer that paints too much”. She combines visual and narrative elements of fashion and painting. In her work, traditional artisan crafts become a toolset to express her perception of our society.

A richly varied programme transforms the House of BMW into an Open House.
A variety of events, performances, and design talks between Mike Meiré and Head of BMW Design Domagoj Dukec, and with artists from the collective, will also take place across the six days of the fair. Added to which, in an example of sustainable production at work, a miniature version of the BMW i Vision Circular – the circular vision of BMW Group Design – will be created live and without any waste over the course of the week using a 3D printer.
Michelle Elie’s “Cooking Experience” places a collective ritual at centre stage: the shared experience of cooking and eating. And Mike Meiré’s installation “Lab to Market” also tells its story here – of the lively chaos of a market, with all its flavours and aromas, meeting the artificial technological order of a laboratory.

The House of BMW will be showing the artists’ work at Via Verri 10 in Milan on 7 – 12 June: In residence Mike Meiré – Tales from a Neo Collective Future.