BMW Ecolodge - An Architecture of Intelligence and Joy!
Architectural Studio at Arizona State University, Fall 2009
The Corporate Identity of BMW provided a manyfold background for this 6th year Design Studio.
On the one hand BMW‘s value-system is comprising dynamics, beauty, innovation and the experience of joy as the brands core and emotional foundation.
As a contrary focus BMW is currently trying to rethink their traditional image and adjust it to todays ecological needs. This tension field served as the generative matrix for the studio: joy vs limitation. This concept obviously marks a contradiction in mobility, so we tackled the challenge, to integrate it into an architectural design.
