BMW shakes up design team, brings in Missoni
BMW Group is comprehensively overhauling its design division with the BMW brand team split into two studios supported by a newly created CMF department working across all brands
In an extensive shake up spearheaded by design director Adrian van Hooydonk, BMW Group is splitting its brand team into two studios. Former Polestar design director Maximilian Missoni will head up design for upper mid-size and luxury BMW models, including the BMW Alpina range while Oliver Heilmer formerly MINI’s design boss will oversee design for all compact and mid-size BMW models, including the high-performance BMW M line.
In addition, a newly created Colour and Material Design department led by recent hire Claudia Braun will work across BMW, MINI and Rolls-Royce underlining the ever more important role of CMF. Braun has been managing colour and materials for the BMW brand since April 2024, bringing experience from Porsche AG, Daimler AG and Volvo Cars.
There are other significant moves, most notably Rolls-Royce design director Anders Warming now helming ‘Advanced Design topics’ and BMW Group Designworks. Warming will be replaced by Domagoj Dukec, formerly head of the BMW Design Studio who will assume responsibility for Rolls-Royce Design, including Bespoke and Coachbuild.
Dukec’s work on BMW’s i Series has been widely praised, and his move to Rolls-Royce reflects the brand’s commitment to pushing the boundaries of luxury design. However, this move calls into question the future Alex Innes who was head of Coachbuild Design at the British luxury marque.
The shake up confirms rumours that Missoni was poised to sign for BMW. The designer is known for his minimalist, future-forward approach, which garnered him significant praise not to mention awards during his tenure at Polestar. Missoni’s addition to BMW’s team underscores the brand’s focus on innovative and sustainable luxury design. His expertise will be needed as BMW looks to refine its high-end offerings while integrating more sustainable and digital elements.
Meanwhile, Heilmer’s track record of innovative design at MINI, as previously covered by Car Design News, positions him as a strong fit for this expanded role in the smaller segments of BMW’s product portfolio.
In this reorganisation, BMW is clearly doubling down on its “electric, digital, circular” philosophy, though it is not the first time van Hooydonk has overhauled his teams.
“Technology and customer preferences are currently changing faster than ever,” says van Hooydonk. “Automotive design has become more diverse. Designing digital experiences and sound also plays an increasingly important role, along with sustainable and recycled materials.
“The design showcases all the innovative potential of our products and brands,” van Hooydonk continues. “That’s why, more than ever, every single detail matters, as well as the holistic and harmonious integration of the various elements.”
“I am delighted to continue driving the design and development of our vehicles and brands forward with a first-class team of highly qualified design professionals,” said van Hooydonk.