Performance in Motion
Design Challenge: BMW's Sauber Formula One racing team challenged us to develop a brand identity system with a fully integrated design concept for all of their external components, including race car graphics, uniforms and gear; transportation trucks and trailers, Pit Wall Stand and Hospitality Suite. The design concept needed to strongly align with the BMW brand, yet create a completely new visual appearance for the F1 team.
Design Solution: We began with the development of a comprehensive design approach that powerfully connects with BMW's passion, heritage and Motorsport expertise. The design language was created to provide flexibility from a communications strategy, design and partnership standpoint. The clean white, blue and red graphics capture a sense of both speed and elegance, whether they are applied to print materials or the cars themselves, and act as a starting point for a fully integrated BMW Sauber F1 experience.
It is in the Hospitality Suite where DesignworksUSA succeeds in taking the design concept to another level of excitement and innovation. With it's soaring open spaces, smooth transitions, and dynamic surfaces, this two-story mobile suite of multi-purpose public rooms and private offices has an airy yet energized ambiance. A combination of disciplined sculptural surfaces and classic geometric shapes work together with subtle high-quality details to convey a premium look.
The exposed open architectural support systems, and soft walls made of translucent GORE-TEX® membranes, create an inviting spacious interior that is lightweight. Because of these features, the suite can be assembled and dismantled in a short period of time for transport to the next speedway venue. In addition, the entire look of the Hospitality Suite can change from day to night or for a particular occasion with the use-sbe it a VIP Guest Party or a media interview session with the drivers- of the state of the art lighting and sound technology. The high contrast use of form, materials and color all reinforce BMW's focus on emotion, innovation and function.
