livingspace on wheels: rethink design with the interior of the BMW iX

‘the iX has a truly purpose built architecture,’ explains matthias junghanns, head of BMW i interior design, in the second episode of the brand’s ‘rethinking design’ series. the film, titled ‘livingspace on wheels’, steps into the interior design of the first-ever BMW iX. scheduled for production in late 2021, the car debuts an innovative construction that sets the tone for a highly spacious, inviting and refined cabin that aims to be just that, a living space on wheels.

rethink design by watching the second episode above.

(far left) adrian van hooydonk, senior vice president of BMW Group design, and (middle left) domagoj dukec, head of BMW design, sitting inside and testing the prototype cockpit
all images courtesy of the BMW Group

‘we tried to create a design where we started from the customer and developed the car from the inside to the outside. its human centric design puts people into center stage,’ confirms matthias. the BMW iX has been designed from the inside out. its newly developed aluminum spaceframe architecture maximizes the space in the cabin for the user. the result is a highly spacious interior that comfortably fits five passengers. two key elements help define this: the removable of the center tunnel literally creates more space; spanning the entire length of the car, the panoramic glass roof – the largest ever fitted into a BMW Group model – figuratively expands the boundaries of the cabin.

the new architecture maximizes the space within the cabin

similar to the exterior, the cabin’s clear design language accentuates its refined luxury. as well, its reduced and uncluttered appearance helps emphasize its spaciousness within. at the front, a curved screen – made of a 12.3-inch informational display and 14.9-inch control display – spans across the dashboard. the driver has an unobstructed view of the screen thanks to its newly formed steering wheel, which has a hexagonal, track-inspired contour. across the dashboard, door sills and center console, the controls are stripped down to its essentials; only a rocker switch gear selection and touch controlled surface bars remain.

the panoramic glass roof, which spans the entire length of the car, floods the interior with light

its refined design does not mean there is less for the user. instead, the considered styling results in a highly personal cabin. the new front seats and rear bench appear as if sculpted like pieces of furniture for your living room, rather than the typical car seat. the interior’s surfaces are accentuated with subtle details throughout, such as the glass jewel-like micro-switches, golden rectangular cuts in the seat headrests, and the speakers and air vents intricately woven into the panels. ‘it is a space that invites you to come in to bring your friends, bring your family, a space that is open, that is light-flooded and very airy,’ adds matthias.

the sculpted furniture resembles pieces taken from our living rooms

‘BMW does have a lot of responsibility on taking care of resources that we use. we were able to use to use recycled materials, and develop them into the highest level of luxury,’ adds daniela bohlinger, head of sustainability, BMW Group design. as the brand’s vision for a more friendly future for mobility, sustainable choices have been integrated inside and outside of the BMW iX design. the materials also embellish the overarching appearance of luxury in the cabin. a mix of high quality, recycled or natural materials have been used throughout, such as open-pore, FSC-certified wood for the surface panels and leather tanned with olive leaf extract for the soft seating.

its refined design includes intricate details in the seat headrests and glass jewel-like controls

the resulting interior design is luxurious, comfortable and inviting for the driver and passengers. it promotes user wellbeing through its refined design, spaciousness and sustainable consciousness. it really is a livingspace on wheels. ‘for me, the future of mobility is very cosy, welcoming and just like a second home,’ concludes claudia geidobler, head of BMW i color & trim design.

stay tuned to designboom as we step into the user experience design in the third episode of ‘rethinking design’.

product info:

brand: BMW

model: iX

production: 2021