“Premium”—a commodity, product, or experience of superior quality.
Our perception of what makes an experience premium and luxurious across industries—from fashion to the way we move—is rapidly transforming. Where there was once a collective standard of dressing up for your professional job, air travel, or a trip to the movie theater, stretchy jogger pants, sneakers, and oversized blazers are becoming the new norm.
“Comfort has become the driver of everything”
– Johannes Lampela, Director of Industrial Design, Designworks
By approaching the idea of premium and luxury through the lens of comfort and digital, we are able to imagine and create an entirely new aesthetic standard. By opening up to new possibilities, every element of the future of premium experiences can be reimagined. From the size of a space to the way we interact with it. For example, breaking out of the traditional use of leather seats enables designers the ability to explore the benefits of fabric, and the dynamic range of textures and colors available that allow for more diverse and expressive interior environments.
The following film, “Premium Experiences,” is an insight into what design can do to challenge our perception of what makes a premium experience successful. In this case, we look at the interior space of the BMW i Interaction EASE, and highlight the ergonomics, texture, and tactility that work in harmony with BMW’s Shytech to create a rich and luxurious passenger experience.