A design which grabs attention, and an extraordinary vehicle presentation - that is the Dwelling Lab, a futuristic concept for BMW and its partner Kvadrat.The unique project wants to focus on the interior of a vehicle. The BMW 5 Series Gran Turismo was designed from an inner perspective. In order to design this installation according to the creative spirit of the Salone de Mobile, BMW and Kvadrat decided to task the Spanish designer Patricia Urquiola. Metzler: Vater Expo Design Services, specialist of exhibition and event constructions, to realise the ambitious design project.

The BMW was designed from an inner to an outward perspective reflecting the “now-or-never” lifestyle positioning of this car.The BMW Dwelling Lab allows for the first time in history to see the interior of the car before you see the exterior. It highlights the growing importance of a car's interior.Huge cone-like structures that seem to be growing out of the car's body, drawing the viewer inward. The inner surfaces of the cone structures are adorned with articles that the designers found in their own cars, or typically carry with them on journeys.

The design artwork BMW Dwelling Lab was exhibited during the Salone de Mobile in Mailand in the showroom of the Danish textile manufactory Kvadrat. Afterwards, the design installation The Dwelling Lab was exposed in the Villa Erba on the Lake Como in the context of the Concorso d'Eleganza Villa d'Este. After this event, BMW will send out the Dwelling Lab to international design hotspots.

Overall we have reached an accumulated target audience of 80,000 visitors with a lot of excitement and interest through viral photography and mobile communication to social networks (about 50% of the visitors).