Page Overview: BMW Group - Innovation - Design

BMW Group Design.

Adrian van Hooydonk

For me design combines art and engineering. At BMW Group we create products that are at the forefront of technology and sustainability. But we also want our design to offer much more than the total sum of its functions. We aim to create experiences that appeal to all senses and ensure a lasting emotional bond between the object and the customer.

Adrian van Hooydonk

Head of BMW Group Design


We are the design studio for the BMW, BMW i, BMW M, MINI, Rolls-Royce and BMW Motorrad brands. Our headquarter is located right at the heart of the BMW Group, at the Research and Innovation Centre in Munich. This is where we are designing the mobility of tomorrow. 

Our design always follows its own path – touching people and exceeding their expectations in surprising ways. That creates joy. And trust. And desirability. 

 Group photo of the BMW Group design team
Sketch of the development of the BMW 3 Series over the years
Group picture of the NEXT100 Vision vehicles
Life-size sketch


Developing and designing a new vehicle takes several years, in a process that combines traditional craftsmanship with the latest technology. We still use physical models made of clay, but also work with innovations like virtual reality. You can check out the seven steps of our design process here.
Die Designskizze eines BMW


Since 1933, nearly every BMW has featured a double kidney grille. As the central air inlet, it also symbolises the power of the engine and the air it needs. The design of this grille has changed over time, as it has become increasingly functional and intelligent. But, through its many transformations, the famous kidney grille has never lost its role as a brand-identifying feature. A look at the milestones of the BMW kidney grille.
BMW 4er


From the BMW 1-Series all the way up to the 8-Series - the team at the BMW design studio develops the design of the core BMW brand. As the models differentiate between each other also our entire team is very heterogenous: a group of enthusiastic people that are brought together by their passion for BMW. We also shape the brands of BMW i and BMW M. This allows us to bring in our passion for innovation and sustainability on the one side and for performance and luxury on the other.



At the MINI design studio, 30 designers are working on all MINIs for the coming years. These creative minds are always focused on the mobility of the future. They set trends from technology to innovative materials that will ensure a MINI remains a typical MINI in the future: cheeky, emotional and unique, while never losing sight of its roots.

 BMW Motorrad

BMW Motorrad

A whole host of different characters work at the BMW Motorrad design studio. Each designer has their own very unique style and feels comfortable in their respective biker scene. These different perspectives come together in the design process and are evident in every newly created BMW motorcycle. 

  Rolls-Royce mascot made of glass


The Rolls-Royce Motor Cars design studios create the designs for all Rolls-Royce models, as well as optional equipment and accessories that meet the high standards of the exclusive luxury brand. What is unique here is the close collaboration with individual customers to create truly one-of-a-kind vehicles, as part of the Rolls-Royce bespoke and coachbuilt programme.

  Designworks drone


Designworks is part of the BMW Group: an inspiring studio that generates ideas and works for external customers, as well as the BMW Group. 

The three studios in Los Angeles, Munich and Shanghai put forward ambitious visions of the future to shape our world and make it a better place.

Learn more