Showcased sustainable luxury with the BMW iX, emphasizing modularity, minimalism and resource consciousness.

Building on its design philosophy and circularity ethos, AB+AC's pavilion, 'The Luxury of Less', was a large-scale installation featuring a BMW iX model, which invited audiences to explore a fresh perspective on luxury—essential, pure, impactful, and sustainable. The design reflected BMW’s vision for the future of luxury, creating a space for contemplation on what truly mattered in life.

Inspired by AB+AC’s research and teaching in neuroarchitecture and the psychology of spaces, the multi-sensory journey through the pavilion was designed to induce a virtuous cycle of excitement, awe, and reflection, based on the neuroscientific principles of Curiosity, Anticipation, and Pleasure.

The inner room of the pavilion evoked an intimate conversation space equipped with just the essentials: floor tiles in Ecru Alcantara to recall soft sand dunes; silky cream wall and ceiling tiles punctured to allow the flow of natural light and air; a suspended scenographic mirror to help focus attention on oneself; a central tray filled with the sweet ancestral scent of rose water; ambiance-inducing Tibetan bowls and crystal ringing from afar; and a rhythmic grid of warm lights, all organized in a symmetric and deliberate manner to comfort the human eye and, as a result, calm the nervous system. This built on the shared belief of both BMW Middle East and AB+AC Architects that designing with intention meant designing for the senses, signifying a timeless experience that resonated with audiences.

Engagement with the BMW iX allowed visitors to interact with innovative materials, including CelestiAL-R—a blend of solar aluminum and recycled metal—sustainable leather tanned using olive leaf extract, and carpets made from recycled nylon waste.

The pavilion’s design emphasized modularity and reusability, constructed with the same modular approach as car components, allowing for easy disassembly and reassembly to extend the project’s lifecycle. BMW Middle East’s participation in Dubai Design Week highlighted its ongoing commitment to art, design, and culture as the exclusive Automotive Partner of the event.

About AB+AC Architects:

AB+AC Architects is an international multidisciplinary studio focused on urbanism, architecture, and design. Founded during the pandemic by Arianna Bavuso and Andre Chedid, the firm combines over a decade of experience from award-winning firms like Aires Mateus Arquitectos, Gehl Architects, and Buro Ole Scheeren.

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About BMW Group:

With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. The BMW Group production network comprises over 30 production sites worldwide; the company has a global sales network in more than 140 countries.

The success of the BMW Group has always been based on long-term thinking and responsible action. The company set the course for the future at an early stage and consistently makes sustainability and efficient resource management central to its strategic direction, from the supply chain through production to the end of the use phase of all products.

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