BMW Middle East is returning to Dubai Design Week as the exclusive Automotive Partner for the third consecutive year, presenting a unique pavilion that blends luxury with sustainability. Running from November 5 to 10 at Dubai Design District (d3), this year’s showcase, titled The Luxury of Less, has been designed by AB+AC Architects’ Arianna Bavuso and Andre Chedid to reflect BMW’s evolving design philosophy and commitment to sustainability.
The installation, The Luxury of Less, draws on BMW’s ethos of circularity, presenting a minimalist yet impactful view of luxury that emphasizes conscious resource use. AB+AC’s design aims to immerse visitors in a sensory exploration, highlighting simplicity and sustainability as central tenets of future luxury.
“Luxury isn’t about having more,” said Karim-Christian Haririan, Managing Director of BMW Group Middle East. “The richest future is built on simplicity and sustainability, and we’re illustrating how BMW aligns with that through thoughtful design and sustainability.”
The pavilion invites visitors to reconsider traditional notions of luxury by stripping away excess and focusing on essential, meaningful choices that retain quality and comfort. According to Arianna Bavuso of AB+AC Architects, the design symbolises a future where “the richest person will be the one who needs the least.”
Visitors will first encounter the BMW iX, BMW’s flagship electric vehicle, representing sustainable automotive engineering with its production powered by 100% green hydroelectricity. The car features innovative materials, such as CelestiAL-R, an alloy made from solar aluminum and recycled metal, alongside sustainable leather tanned using olive leaf extract and recycled nylon carpeting sourced from discarded fishing nets.
The pavilion itself reflects BMW’s commitment to modularity and reusability. Constructed to allow for easy disassembly and reassembly, the structure can be repurposed for future uses, mirroring BMW’s ambitions for a circular economy. AB+AC’s design also draws on neuroscience and neuroarchitecture, crafting a journey through colors, lights, and textures that evoke curiosity, anticipation, and pleasure.
Dubai Design Week visitors will experience this cutting-edge approach to sustainable luxury, demonstrating BMW Middle East’s vision for a balanced, eco-conscious future where luxury is defined not by accumulation but by intentional choices.
