Open Innovation Design Collaboration with BMW Motorrad

Key Challenges

• Reignite the interest of a younger, tech-native audience.
• Develop design languages beyond the traditional “macho” aesthetic.
• Integrate connected services and digital experiences into the motorcycle ecosystem.
• Shift from pure mobility to emotional, lifestyle-centered vehicle concepts..

Our Contribution

We supported BMW in the conception, communication, and evaluation of a large-scale innovation contest. The outcome: over 1,500 international submissions—crowdsourced ideas ranging from futuristic electric concepts to fully connected rider ecosystems.

Our design team contributed a set of visionary design proposals based on insights from the contest, focusing on:

• Electric & Autonomous-ready vehicle concepts
• Human-centric, ergonomic design for urban agility
• Smart safety integration
• Adaptive customization & AR-based HUDs
• VR-compatible riding experiences

Visual Highlights

The showcased concepts reflect a radical break from traditional motorcycle archetypes, inspired by both form and function. Merged with cinematic CGI and 3D rendering techniques, these visions became tangible assets for future product development and storytelling.

Impact

• Over 1,000 qualified submissions and 260 consistently active participants
• Global reach across more than 10 countries
• Strong alignment between participant ideas and BMW’s strategic future goals
• Several design concepts now influencing internal product development pipelines

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