Engine of calm: BMW courts quiet contemplation
Milan – Designers Ronan and Erwan Bouroullec have created a courtyard installation designed to promote electric cars as quieter and less aggressive.
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Consumers are keen to escape from today’s hectic and hyper-connected world, and turning towards brands that offer them peace and quiet, if only for a moment, as we reported in our The New Sublimity macrotrend.
The installation, Quiet Motion, comprises a set of rotating cork platforms in a courtyard. Visitors can sit among hanging strips of fabric, which as they spin, give the installation a carousel look.
Designed for car brand BMW i, the installation demonstrates the quietness of an electric engine and suggests that the motoring world should be associated with softer, less aggressive movement.
Quiet Motion will be shown at Milan Design Week from 9 to 14 April 2013.
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