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INTERIOR DESIGN
Mr. Fröhlich, mr. Teherani,
how is exciting design created?
Fröhlich: The proportions play a very
important role – in design there must
always be the question of how the bigger
picture ts together, how everything is
perfectly coordinated. Only then do the
lines and materials that give the vehicle
its form and character traits such as
dynamism, tranquillity, casualness or
luxury come into play.
Teherani: To make a room work, you
have to stage it. And here we have
many possibilities to say what we want
to express. As an architect, for example,
I choose a vehicle according to how
the model affects me from the inside.
I need to feel comfortable and have
an overview of the bigger picture.
ON THE ART OF SHOWING TRUE GREATNESS.
A CONVERSATION ABOUT LUXURY, SPACE FEELING AND THE FIRST BMW X7 – WITH THE
HEAD OF TOP-CLASS DESIGN AT BMW JACEK FRÖHLICH AND STAR ARCHITECT HADI TEHERANI.
How can spaciousness be staged that looks
elegant and sophisticated at the same time?
Teherani: Just as a philosopher expresses
himself through words and writing, we can
do this through spaces. Quite an extreme
example: When you enter a cathedral,
the height and size of the room suggest
something. The individual should feel small
and be impressed by the omnipotence.
Fröhlich: In automotive design, this is a
ne line, because we naturally want to create
something new and exciting. We want to
arouse enthusiasm. And size is an important
factor here. The real art is to never make the
mistake of promising more from the outside
than we can deliver in the interior. If you take
a look at the BMW X7, you can see a high
driver’s cab on the outside, which suggests
an extraordinary amount of space inside.
A promise we’ll keep.
Teherani: And then it’s the details that make
a large room seem really pleasant. You can
direct things the way you need them through
proportions and details.
JACEK FRÖHLICH,
HEAD OF TOP-CLASS DESIGN, BMW
INTERIOR DESIGN
DESIGN AND HIGHLIGHTS – INTERIOR DESIGN
35
34
HADI TEHERANI
ARCHITECT AND DESIGNER
What should people feel when they enter
the BMW X7?
Teherani: Depending on the design, a room
like a car can embrace or reject you. And when
you’re in a vehicle, you want to feel safe.
Fröhlich: I nd spaciousness itself fascinating.
The interior of the BMW X7, for example, is
not only tailored to the driver, but also offers
undreamt-of space for all occupants, and this
space is intended to arouse certain emotions
through its aesthetics and equipment. In the
interior, we enclose the passengers by running
a continuous line from front to back. This gives
the occupants the feeling of being embraced,
which is very evident in the cockpit, for example.
And that creates a feeling of freedom and
security at the same time.
Teherani: In architecture, we say: Space is
luxury. The larger the room, the more luxury
is possible. You might get by with less space,
but generosity is a beautiful feeling that we
can create with our work. It's a desirable form
of luxury.
Is it easier to design something very big or
something small?
Fröhlich: As an automotive designer, I am
confronted with the challenge that everything
always changes proportionally – apart from
people. The challenge is therefore always to
give a specic space the right impetus. The
requirements for the design process are
independent of the size – but a larger space
offers more possibilities. For the designer.
And nally for the customer.
Teherani: It is very similar in architecture.
Of course, we are working with extremely
large dimensions when, for example, we
develop a train station that is 700 metres
long. The attraction, however, always lies
in nding a solution at that moment – no
matter whether you are designing something
small or something very big.
UNITED AIRCRAFT CORPORATION
OFFICE BUILDING ZHUKOVSKY, RUS 2011
HADI TEHERANI ARCHITECTS GMBH
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