re: bmw circular lab logo
Sustainability 26.07.2021 4 Min.

Circular rather than linear: The BMW Group’s new communication platform RE:BMW Circular Lab invites users to enter into sustainable dialogue on circular thinking and a circular economy that conserves resources.

As a pioneer in the field of holistic sustainability, the BMW Group bears a great responsibility. Both innovation and transparent dialogue are necessary when promoting efficient resource management. With its new communication and experience platform “RE:BMW Circular Lab”, the BMW Group is now taking the next step forward in its sustainability campaign.

The RE:BMW Circular Lab is an invitation to accompany the BMW Group on its journey of transformation. The RE:BMW Circular Lab focuses on circular thinking and awareness of new, sustainable courses of action. Oliver Zipse, Chairman of BMW AG’s Board of Management, emphasises the importance of a sustainable circular economy: “The future of our planet requires circularity.” We have to rethink all our activities: circular rather than linear. Reduce whatever we can. Reuse as much as we can.

Dialogue, cooperation and new perspectives

The newly created communication and experience platform RE:BMW Circular Lab is a hybrid experience for every user. Its aim is to communicate the BMW Group’s development as a sustainable organisation in a manner that is transparent, interactive and accessible to all. Numerous features and exciting, informative storytelling offer an authentic insight into the BMW Group’s progress towards holistic product development, the responsible use of resources, and its transformation into a circular economy.

On this path, the BMW Group is guided by four basic principles: RE:THINK, RE:DUCE, RE:USE and RE:CYCLE. The BMW Group uses the RE:BMW Circular Lab to tell the story of its transformation on the basis of these principles; however, the platform is also an invitation to collaborate and participate in discussion. To underscore the joy of discovering new perspectives together, the RE:BMW Circular Lab invites everyone to walk this path and shape the future collectively. Special emphasis is placed on interactivity and dialogue: Users can attend analogue and digital workshops and use social media to experience the BMW Group’s transformation into a circular economy in a variety of ways.


An overview of the four principles of circular economy:

RE:THINK – We keep circularity in mind during all our deliberations.

The key principles are RE:DUCING, RE:USING and RE:CYCLING throughout the process and far beyond: new materials, new technologies, new processes and above all new ideas. We have to rethink all our activities within the BMW Group and beyond.

RE:DUCE – Using less to achieve more, wherever and however we can.

This opens up enormous creative scope for ideas and possibilities. Imagine a new premium segment for the future, with new materials, different components and flexible combinations. The art is to leave things out without compromising on the driving experience.

RE:USE – Extending the use of our products for as long as we can.

We extend and expand the value, possible applications and use of our products by means of modernisation, digital functions and many other options. New mobility concepts will provide an interior that can be used in a variety of ways: for work meetings, for gatherings with friends, and as an additional living room. And, naturally, to drive from A to B. What is important is daily use and how we can inspire our customers every day.

RE:CYCLE – Keeping resources in circulation for as long as we can.

Using as many unmixed mono-materials as possible. Using materials that are already in circulation, such as recycled plastic, recycled aluminium and recycled steel. Detachable connections are essential for easy dismantling. Being able to separate materials more easily makes it easier to recycle them. What is important is the environmental footprint of our products and our business operations as a whole.

Have fun discovering circularity: with the CIRCULAR HEROES

The BMW Group is fundamentally resetting its design strategy with circular design, which focuses on circularity throughout the design process and far beyond. The principles of circular design are brought to life in a playful manner by the CIRCULAR HEROES, four sustainable characters created by Milanese architect and designer Patricia Urquiola who are constantly exploring the possibilities of design, shape, materials and colour. As each CIRCULAR HERO represents the various types of bond between parts and materials, each of them has their own specific approach.

The BMW Group understands the RE:BMW Circular Lab as an invitation to join it on the circular path and shape the future – with the goal of discovering new perspectives together.


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