Munich. The BMW Group is launching its new
communication and experience platform “RE:BMW Circular Lab”.
The RE:BMW Circular Lab is an invitation to accompany the BMW Group
on its journey of transformation into a circular economy. The RE:BMW
Circular Lab focuses on circular thinking and awareness of new,
sustainable courses of action. The BMW Group aims to use the RE:BMW
Circular Lab to raise awareness of circularity: circular rather than
linear. Rethinking the entire process. Reducing what can be reduced,
and reusing what can be maximally reused.
Communication and experience platform for enhanced dialogue,
cooperation and new perspectives
The newly
created communication and experience platform RE:BMW Circular Lab is a
hybrid experience for every user. Its aim is to communicate the BMW
Group’s development as a sustainable organisation in a manner that is
transparent, interactive and accessible to all. Numerous features and
exciting, informative storytelling offer an authentic insight into the
BMW Group’s progress towards holistic product development, the
responsible use of resources, and its transformation into a circular economy.
On this path, the BMW Group is guided by four basic principles:
RE:THINK, RE:DUCE, RE:USE and RE:CYCLE. The BMW Group uses the RE:BMW
Circular Lab to tell the story of its transformation on the basis of
these principles; however, the platform is also an invitation to
collaborate and participate in discussion. To underscore the joy of
discovering new perspectives together, the RE:BMW Circular Lab invites
everyone to walk this path and shape the future collectively. Special
emphasis is placed on interactivity and dialogue: users can attend
analogue and digital workshops and use social media to experience the
BMW Group’s transformation into a circular economy in a variety of
ways. At the same time, insights into topics such as circular economy
and circular design aim to provide exciting ideas for personal action.
Four guiding principles: RE:THINK, RE:DUCE, RE:USE and
RE:CYCLE
An overview of the four principles of circular economy:
RE:THINK – We keep circularity in mind during all our deliberations.
The key principles are RE:DUCING, RE:USING and RE:CYCLING throughout
the process and far beyond: new materials, new technologies, new
processes and above all new ideas. We have to rethink all our
activities within the BMW Group and beyond.
RE:DUCE – Using less to achieve more, wherever and
however we can.
This opens up enormous creative scope for ideas and possibilities.
Imagine a new premium segment for the future, with new materials,
different components and flexible combinations. The art is to leave
things out without compromising on the driving experience.
RE:USE – Extending the use of our products for as
long as we can.
We extend and expand the value, possible applications and use of our
products by means of modernisation, digital functions and many other
options. New mobility concepts will provide an interior that can be
used in a variety of ways: for work meetings, for gatherings with
friends, and as an additional living room. And, naturally, to drive
from A to B. What is important is daily use and how we can inspire our
customers every day.
RE:CYCLE – Keeping resources in circulation for as
long as we can.
Using as many unmixed mono-materials as possible. Using materials
that are already in circulation, such as recycled plastic, recycled
aluminium and recycled steel. Detachable connections are essential for
easy dismantling. Being able to separate materials more easily makes
it easier to recycle them. What is important is the environmental
footprint of our products and our business operations as a whole.
Have fun discovering circularity with the CIRCULAR
HEROES
The BMW Group is fundamentally resetting its
design strategy with circular design, which focuses on circularity
throughout the design process and far beyond. “Circular design is all
about creating more with less; fewer resources, more emotion,” says
Adrian van Hooydonk, Senior Vice President of BMW Group Design,
explaining the fascination of circular design.
The principles of circular design are brought to life in a playful
manner by the CIRCULAR HEROES, four sustainable characters created by
Milanese architect and designer Patricia Urquiola who are constantly
exploring the possibilities of design, shape, materials and colour.
“Every time I work with BMW, I learn something new about mobility and
the possibilities it offers, but this particular project is
one-of-a-kind. I had the opportunity to experiment, work with utopian
models and even venture beyond design boundaries,” says designer
Patricia Urquiola, talking about her work on CIRCULAR HEROES. As each
CIRCULAR HERO represents the various types of bond between parts and
materials, each of them has their own specific approach.
The BMW Group understands the RE:BMW Circular Lab as an invitation to
join it on the circular path and shape the future – with the goal of
discovering new perspectives together.
At the occasion of IAA Mobility in Munich the RE:BMW Circular Lab
will be presented at the BMW Group Open Space (Max-Joseph-Platz,
Munich). Visitors are invited to join interactive workshops.
Discover the RE:BMW Circular Lab now:
RE:BMW Circular Lab
The BMW Group is pioneering the development of a circular economy and
efficient resource management. With the RE:BMW CIRCULAR LAB, the BMW
Group shares an authentic insight into the company’s contribution
towards holistic product development, the careful use of resources and
the transformation towards a circular economy. The platform is also an
invitation for collaboration and exchange: the RE:BMW CIRCULAR LAB
invites everyone to take the journey with us to shape the future
because it is about the joy of discovering new perspectives together.