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VISIONARY STYLE

BMW i and Garage Italia Customs presented two new and unique cars to celebrate the Memphis Design Group. It was a world premiere in the extraordinary setting of the UniCredit Pavilion in Milan. With the exclusive BMW i MemphisStyle interior and exterior Design on the BMW i3 and the BMW i8, Lapo Elkann’s creative hub paid homage to the visionary style of the artistic and cultural movement that revolutionized the world of design in the 1980s.

Founded in 1981 by Ettore Sottsass, the Memphis Group was an absolute antithesis to functionalism and any commercial logic. It gave rise to daring lines in furniture that was characterized by unusual materials and original graphic patterns. The style was clearly provocative and was inspired by movements like Art Deco and its surprising geometrical shapes, Pop Art with its bright colors and Kitsch as a way to detach from the minimalist design of the 70s.

The BMW Group pursued a similar approach when designing the BMW i vehicles, questioning typical car design language, breaking new ground and redesigning vehicles from scratch. Electric vehicles of the first generation were predominantly intended to attract attention. We also adopted a new approach with regard to materiality. For example, we were the first car manufacturer to use carbon fibre reinforced plastic as new material for industrial series production.

Oblique, horizontal and vertical lines along with hypnotic patterns and vibrant colors are the main characteristics of the new liveries created by Garage Italia Customs. A series of sharp surface contrasts have become – a pure expression of rebellion and liberation from the rigid standards of traditional design. What catches the eye is that every single element is perfectly aligned and the geometrical shapes flawlessly follow the curves of the bodywork of the two cars. The realization was extremely meticulous and it required over five weeks of work. Before the various painting phases, different masking was applied to each car in order to create the patterns. There are as many as eight layers of color on the body which proves the complexity of the entire process.

Both interiors clearly confirm and express the same break-through and experimenting philosophy typical of the Memphis Design. The different materials chosen for the upholstery (technical fabric, Alcantara® and Foglizzo leather) are in strong contrasting chromatic matches. Bright colors, from orange to purple, green and yellow are the main features along with the tailored graphic patterns. Every single element of the cabin thus becomes an integral part of the artistic language that stirred the 80s and influenced design and decor over the following years.

The MemphisStyle Edition BMW i3 and BMW i8 are unique pieces. Garage Italia Customs offers the Design to BMW i customers upon request. After the Premiere of the special edition at Salone del Mobile in Milan, the BMW i8 MemphisStyle will be exhibited at Frieze New York 2017.
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