Adrian van Hooydonk, head of design at BMW, sits down an in an excellent interview with Tyler Brûlé of car magazine Monocle. The conversation leads down many threads including how BMW’s design thinking has changed recently, how they are always working to meet customer’s changing expectations, and the relationship between the drawing board and the driver. Big pushes for the company are happening in the way of being more environmentally friendly, meeting more of their owner’s needs and their lifestyle, and creating story narratives around vehicles as part of the design process.

Adrian Van Hooydonk, head of design at BMW, talks about the design of the new BMW 7 Series. In the commentary, Adrian discusses using proportion, concentration, and strength to create the final look which is both sporty and elegant. From the headlamps to the tail-lights, the extreme attention to detail and crystal clear point of view is evident and inspirational.