BMW Umbra


What if Light was used to emphasis the Lightness of a Lightweight structure?

In this project I set out to explorer the way in which we visually and emotionally experience “Lightweight”. I feel that car companies are beginning to see previous mistakes and engineer for a future in which physically lighter cars are requisite, but how do we as designers communicate this in a positive way and sell a future efficient, lightweight lifestyle?..

I began the project by considering “What is Lightweight” especially in its visual and emotional forms. This thought process lead me to the use of abstract photography of light itself to help me to create a new lightweight BMW design language.

The final result is a mixture of lightweight, twisting, structural forms that flow around the user to create a floating interior architecture, allowing, in a future autonomous world, the exposure of a fully lightweight transportation experience.

Inspiration and Method