Design, by and large, is driven by the spirit of time. So it is particularly important to anticipate the demands and wishes of customers in the future. Martina Starke, Head of Brandvision and Brand Design BMW, defines the BMW Individual Collection with particular sensitivity – and perceptiveness.
Martina Starke, Head of Brandvision and Brand Design BMW.
What appeals to you most about your work with colours and materials for BMW Individual?
Martina Starke: BMW Individual offers designers like us the chance to create something that is not just tailored to the customer. It also meets the personal expectations of each individual. Craftsmanship and itemisation play important roles. This is not just about design, though. It also means providing advice and appreciation for the customer.
What inspires your development work for the BMW Individual Collection?
Colours and materials are design themes that we are continuously monitoring. On the one hand, as designers, we need to take a holistic view to get a feel for the distant future. On the other, it’s important that we look at the present situation and reconcile that with current observations and research. Inspiration can be found when visiting trade fairs, considering works of art, architecture, pieces of furniture or even examples of new technology, and the resulting manufacturing possibilities. Often, however, inspiration can arise in entirely unexpected ways. The crucial thing is to understand the world that the customer lives in. Inspiration and trends need to be guided by that world and its needs!
Martina Starke, Head of Brandvision and Brand Design BMW” My Motivation? A love and passion for materials and colour. ”
What are the challenges involved in mastering the development of new materials and colours?
Developing new materials for a vehicle is indeed a major challenge. Material development, for instance, is subject to the most rigorous criteria. There’s also a lot of persuasion work involved. Likewise, embarking on new paths takes a good deal of courage, requiring intensive dialogue with material development experts and confidence in the departments that implement the ideas. Ultimately, however, there is always a shared feeling for one common goal: the development of a modern BMW interior of the highest possible quality. And that is a very good feeling.
From your point of view, which are the most impressive colours and materials offered in the BMW Individual Collection?
As I see it, the customer always chooses an exterior paint colour to match the vehicle concept. The colour needs to underline the design language and harmonise with the character of the vehicle. With this in mind, it is not really possible to answer the question in a general sense. For me, though, BMW Individual Pure metal Silver is a paint finish that superbly highlights the form and sculpted quality of the vehicle. It also perfectly combines the brand values of BMW Individual: the highest exclusivity, innovation and dynamics. When it comes to the interior, the brown tones of Amaro and Tartufo are very appealing to me. Each matches perfectly with a black interior world. They have a strong identity without being overbearing. Exquisite colours combined with details such as stitching, piping and, for example, weave-look applications for the seats, radiate exclusivity while also clearly showing our passion for precision.
Thank you very much for the interview, Martina Starke.
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