Garage Italia Customs e BMW i celebrano il Design Menphis con un’edizione speciale
Fonte: BMW
Milano, Italia. 6 Aprile 2017. La BMW i3 e la BMW i8 Memphis Style Edition sono due pezzi unici che sono stati presentati il 4 aprile da BMW i e Garage Italia Customs per celebrare il Memphis Design Group. In seguito all’anteprima assoluta della Special Edition in occasione del Salone del Mobile di Milano, la BMW i8 Memphis Style sarà esposta al Frieze New York 2017, mentre la BMW i3 Memphis Style rimarrà in città dove potrà essere vista presso BMW Milano in via De Amicis 20/22.
Con l’esclusivo design Memphis Style interno ed esterno ideato per la BMW i3 e la BMW i8, lo staff creativo di Lapo Elkann ha omaggiato lo stile visionario del movimento artistico e culturale che ha rivoluzionato il mondo del design negli anni Ottanta.
Il Memphis Group e BMW i
Fondato nel 1981 da Ettore Sottsass, il Memphis Group è stato un’assoluta antitesi del funzionalismo e della logica commerciale. Elemento distintivo sono le avveniristiche linee riprodotte su pezzi di arredamento caratterizzati da materiali insoliti e motivi grafici originali. Lo stile risulta espressamente provocatorio ed ispirato alle straordinarie forme geometriche dell’Art Déco, ai colori pittoreschi della Pop Art e alla natura refrattaria ai canoni del minimalismo del design degli anni Settanta del Kitsch.
Adrian van Hooydonk, Vicepresidente del BMW Group Design, ha affermato:
“Negli anni Ottanta e Novanta, il Memphis Group ha messo in discussione la rigidità formale e la funzionalità classica delle opere di design in modo provocatorio e umoristico. In questo modo, il Memphis è diventato il simbolo del design contemporaneo. Con le sue opere, il Gruppo ha sfidato ogni dogma, regalato emozioni e creato un design di grande valore. Il BMW Group ha riprodotto un approccio simile durante la progettazione dei veicoli BMW i, discostandosi dal linguaggio tradizionale del design automobilistico, sondando nuovi terreni e ridisegnando le vetture da capo. Le prime generazioni di veicoli elettrici sono nate con l’intento di attirare l’attenzione. Abbiamo inoltre concepito un nuovo utilizzo dei materiali. Ad esempio, siamo stati i primi produttori di automobili ad adottare la fibra di carbonio come nuovo materiale per le produzioni industriali di serie”.
BMW i Memphis Style: motivi ipnotici e colori sgargianti
Le linee oblique, orizzontali e verticali con motivi ipnotici e colori vibranti sono le caratteristiche principali delle nuove livree create da Garage Italia Customs. Una successione di contrasti netti che si trasformano in pura espressione di ribellione e liberazione dai rigidi standard del design tradizionale.
Ciò che attira l’attenzione è il fatto che ogni singolo elemento sia perfettamente allineato e che le forme geometriche seguano impeccabilmente le curve della carrozzeria delle due vetture. La realizzazione è stata estremamente minuziosa e ha richiesto oltre cinque settimane di lavoro. Prima delle varie fasi di pittura, sono state applicate su ogni vettura diverse maschere per creare i motivi. Gli otto strati di colore presenti sulla carrozzeria dimostrano la complessità dell’intero processo.
Gli interni di entrambe confermano ed esprimono il tipico spirito innovativo e sperimentale del design Memphis. I diversi materiali impiegati per i rivestimenti (tessuto tecnico, Alcantara® e Foglizzo Leather) risultano in netto contrasto con gli accostamenti cromatici. I colori accesi, dall’arancione al viola passando per il verde e il giallo, sono le caratteristiche principali insieme ai motivi con grafiche personalizzate. Ogni singolo elemento dell’abitacolo diventa in tal modo parte integrante del linguaggio artistico che ha smosso gli anni Ottanta e influenzato il design e il décor degli anni seguenti.
In English
Garage Italia Customs and BMW i celebrate Memphis Design
Garage Italia Customs and BMW i celebrate Memphis Design with a special edition
World Premiere at Salone del Mobile: Lapo Elkann and Adrian van Hooydonk present BMW i3 and BMW i8 in a unique new Look.
Source: BMW
Munich, Germany and Milan, Italy. 4th April 2017. Two new and unique cars have been presented today by BMW i and Garage Italia Customs 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 payed hommage to the visionary style of the artistic and cultural movement that revolutionised the world of design in the 1980s.
“Renewing the bond with BMW i is a great pleasure. I fully share their vision of looking at the future and technological innovation as the leading elements in any project.” – says Lapo Elkann, Chairman and Creative Director of Garage Italia Customs. “Creativity, style and innovation have always been the key features of all the work carried out by my team in the field of planning and the study of design. This collaboration has given me the opportunity to celebrate my great passion for the Memphis artists. I have been collecting significant works of art from this movement for quite a while and they surround me and inspire me in my everyday life. I can’t help but be proud of the result achieved by my creative hub. Once again, my designers have beaten every expectation; they managed to transfer the real essence of the Memphis Design onto these futuristic one-offs”.
The Memphis Group and BMW i
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 characterised 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 colours and Kitsch as a way to detach from the minimalist design of the 70s.
Adrian van Hooydonk, Senior Vice President of BMW Group Design:
“During the nineteen-eighties, the Memphis Group questioned the formal severity and classic functionality of design artefacts both in a somewhat provocative and humorous manner. In this way, Memphis became a symbol of contemporary design. With its design drafts, the Group challenged existing dogmas, aroused emotions and created designs with high recognition value.
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. We thank Lapo Elkann for the creative and inspiring cooperation and are particularly pleased that, with Michele De Lucchi, we have been able to gain one of the founding members of the Memphis Group for this collaboration with Garage Italia Customs.”
Michele de Lucchi remembers the early days and his reasons for co-founding the Memphis Group:
“Memphis takes me back in time to my youth”, says Michele De Lucchi, “the early years in Milan and especially me and many of my colleagues’ friendship with Ettore Sottsass. I was 28 years old and life was different then. We wanted to break with the grand style traditions, to be revolutionaries and prove that revolution is also possible through the creation of objects and their presence. We wanted a new way to define the meaning of our existence. At that time, today’s topics – unsustainable lifestyle, post-post-modern readings, unwanted political assimilations etc. were largely not yet there. However, we already had the desire to stop the logic of rampant consumerism, and we wanted to go deeper. Not with negativity, but with optimism; celebrating decoration, and with a colourful sense of real involvement. In this way, the core of Memphis, of what we did and what we desired, is timeless.”
BMW i MemphisStyle: Hypnotic patterns and bright colours
Oblique, horizontal and vertical lines along with hypnotic patterns and vibrant colours are the main characteristics of the new liveries created by Garage Italia Customs. A succession of sharp surface contrasts that become 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 realisation 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 colour 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 colours, 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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