{"id":74468,"date":"2026-05-11T07:58:18","date_gmt":"2026-05-11T05:58:18","guid":{"rendered":"https:\/\/autodesignmagazine.com\/?p=74468"},"modified":"2026-05-11T07:58:54","modified_gmt":"2026-05-11T05:58:54","slug":"bmw-i3-ritorno-allessenza","status":"publish","type":"post","link":"https:\/\/autodesignmagazine.com\/en\/2026\/05\/bmw-i3-ritorno-allessenza\/","title":{"rendered":"BMW i3, BACK TO THE ESSENCE"},"content":{"rendered":"

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In the transformation journey undertaken by BMW, the Neue Klasse is much more than a new platform: it is a statement of intent, a paradigm shift articulated primarily through its visual identity. The new i3 leads the charge with a cleaner, back-to-basics aesthetic that is still deeply distinctive.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\"BMW<\/a><\/span><\/div><\/div><\/div><\/div><\/div>

Less complexity<\/strong><\/span>
\n\u201cWe have retained the muscularity and emotive surfaces, but have modernised them by reducing complexity\u201d, explains Oliver Heilmer, head of design for the brand. \u201cIt is a return to our roots: the first BMWs of the Neue Klasse and the first Series 3 were sporty, dynamic and muscular, but never overly complex\u201d.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\"BMW<\/a><\/span><\/div><\/div><\/div><\/div><\/div>

A front end between tradition and innovation<\/strong><\/span>
\nThe most delicate work was concentrated on the front end, which has always been a signature feature of BMWs. Two key themes come together here: the reinterpretation of the double kidney grille and the return of the \u201cshark nose\u201d, the forward-sloping front. \u201cThe biggest test was reinterpreting the double kidney grille\u201d, says Heilmer. \u201cWe combined the DNA of the 1960s with modern technologies: sensor integration, lighting elements and a new visual signature\u201d.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\"BMW<\/a><\/span><\/div><\/div><\/div><\/div><\/div>

Minimalism becomes an experience<\/strong><\/span>
\nInside, the new i3 takes a further step towards dematerialising the interface. The almost complete absence of physical buttons gives way to an environment dominated by seamless surfaces and projection systems. \u201cWe\u2019ve drawn inspiration from the BMW Vision Next 100 concept\u201d, explains Heilmer. \u201cHands on the wheel, eyes on the road\u201d is the guiding principle. Information is organised architectually across three levels: \u201cThe first is the central display with controls on the steering wheel. The second is Panoramic Vision, visible to all passengers. The third is the 3D head-up display, dedicated to the driver.\u201d<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\"BMW<\/a><\/span><\/div><\/div><\/div><\/div><\/div>

Luxury through Circular Design<\/strong><\/span>
\nThe sustainability theme is incorporated into the project through what is known as Circular Design, which goes beyond the choice of materials to redefine how they are perceived. \u201cOne example is the new Veganza material\u201d, says Heilmer. \u201cWe use it in the doors and dashboard as well as on backlit surfaces\u201d.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\"BMW<\/a><\/span><\/div><\/div><\/div><\/div><\/div>

Valuable recycled materials<\/strong><\/span>
\nThanks to the focus on tactile quality, the result is a far cry from the traditional idea of recycled material. \u201cIt is soft, refined and exclusive. And it offers great freedom in terms of colour customisation\u201d. But the key point is another: \u201cThe customer must not perceive it as being recycled. What matters is the aesthetics, the quality and value it conveys.\u201d<\/p>\n

(Full article in A&D no. 278)<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1150,"featured_media":74398,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[43,223],"tags":[2782,3495,3496,402,403,394],"class_list":["post-74468","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design-story-en","category-newsstand","tag-electriccars-en","tag-i3","tag-oliverheilmer","tag-bmw-en","tag-cardesign-en","tag-design-en"],"publishpress_future_action":{"enabled":false,"date":"2026-07-01 03:15:47","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/autodesignmagazine.com\/en\/wp-json\/wp\/v2\/posts\/74468","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/autodesignmagazine.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/autodesignmagazine.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/autodesignmagazine.com\/en\/wp-json\/wp\/v2\/users\/1150"}],"replies":[{"embeddable":true,"href":"https:\/\/autodesignmagazine.com\/en\/wp-json\/wp\/v2\/comments?post=74468"}],"version-history":[{"count":3,"href":"https:\/\/autodesignmagazine.com\/en\/wp-json\/wp\/v2\/posts\/74468\/revisions"}],"predecessor-version":[{"id":74471,"href":"https:\/\/autodesignmagazine.com\/en\/wp-json\/wp\/v2\/posts\/74468\/revisions\/74471"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/autodesignmagazine.com\/en\/wp-json\/wp\/v2\/media\/74398"}],"wp:attachment":[{"href":"https:\/\/autodesignmagazine.com\/en\/wp-json\/wp\/v2\/media?parent=74468"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/autodesignmagazine.com\/en\/wp-json\/wp\/v2\/categories?post=74468"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/autodesignmagazine.com\/en\/wp-json\/wp\/v2\/tags?post=74468"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}