The designer Patricia Urquiola has aimed to make the BMW Group’s Circular Design principles playfully tangible by developing four exciting characters for the RE:BMW Circular Lab.
The BMW Group invites people to come to a deeper awareness of sustainable action and circular thinking with the new “RE:BMW Circular Lab” communication and experience platform. The Circular Heroes give RE:BMW Circular Lab users the exciting opportunity to familiarise themselves with the principles of circular design in a unique way. Empowering circular design is an essential step in our transformation process towards a sustainable circular economy.
The BMW Group is fundamentally shifting its entire design strategy philosophy with Circular Design: it stands for a new way of thinking about all activities, fully focusing on circularity in all its processes and far beyond, coming up with new materials, new technologies, new processes, new approaches and new ideas. “Circular Design is all about creating more with less; fewer resources, more emotion,” says Adrian van Hooydonk, Senior Vice President of BMW Group Design, explaining the fascination of Circular Design.