Designworks is creating the user experience design for the Forbes International Tower.
Munich. Designworks, the BMW Group’s innovation studio, has been selected by real estate developer Magnom Properties to co-design an eye-catching design for the façade of the new Forbes International Tower in Egypt. The tower is set to become a landmark in sustainable urban development in the Middle East. The idea behind architects Adrian Smith + Gordon Gill’s concept for the 230-metre (755 ft) tall building was to create a unique modern symbiosis between architecture and environment. In keeping with this concept, the Designworks team will incorporate features such as reflection, lighting and digital interaction into their design to create a harmonious sense of interconnectedness between the building, the environment, and the building’s occupants and visitors.
Designworks will also design the ongoing user journey across all physical and digital touchpoints in the electric vehicle charging arena. For this project, the team will rely on the BMW Group’s experience design process, which focuses on customer needs. Majid Mary, CEO of Magnum Properties, commented: “The collaboration with Designworks is perfectly in line with our vision of creating a completely exceptional experience – one that integrates innovative technologies to give visitors a completely new sense of the building, both outside and inside.”
The 55-storey business tower, planned in partnership with Forbes, will be part of Cairo’s new administrative and financial district. With a total area of more than 100,000 m2 (328,000 square feet), will set a new standard for sustainable architecture. The overall goal is to reduce the building’s carbon footprint and obtain the highest certifications for environmental construction.
“The BMW Group was the first car manufacturer in the world to have its own chief environmental protection officer, and today, sustainability is at the heart of the company’s focus – well beyond cars,” says Holger Humpf, Head of Designworks. “As a subsidiary of the BMW Group, we are proud to be involved in the design of the Forbes International Tower. We firmly believe that high-quality design can contribute to changing customer mindsets and behaviour, promoting more responsible actions.”
The Forbes International Tower in Egypt is scheduled to be completed in 2027. Additional commercial towers of this type are being planned in the UAE and Saudi Arabia.
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Designworks is the BMW Group’s Innovation Studio and a global creative consultancy combining design, technology and innovation. Future Engineers focuses on mobility, product design and digital living, as well as strategic design consulting. The previously independent creative studio was acquired by the BMW Group in 1995. Designworks acts as a driving force for all of the parent company’s brands and as an innovation engine for a large number of clients from a wide range of industries, such as IT and consumer electronics, aerospace technology, medical and environmental sectors, and lifestyle and manufacturing industries. Sports.
The studio was founded in 1972 in Malibu, California by Chuck Billy. Holger Humpf has been president of the advisory agency since 2017.
The BMW Group, through its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, is the world’s leading manufacturer of automobiles and motorcycles, and also provides premium financial and mobility services. The BMW Group’s production network includes more than 30 production sites around the world; The company has a global sales network in more than 140 countries.
In 2022, the BMW Group sold approximately 2.4 million passenger cars and more than 202,000 motorcycles worldwide. Pre-tax profits in fiscal year 2022 amounted to 23.5 billion euros on revenues of 142.6 billion euros. As of December 31, 2022, the BMW Group had a workforce of 149,475 employees.
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 makes sustainability and efficient resource management central to its strategic direction, from the supply chain through production to the end-of-use phase of all products.
(tags for translation) Design Work