BMW’s Designworks Ignites Innovation in Egypt’s Forbes International Tower Project

Designworks creates User Experience Design for Forbes International Tower

Designworks, the innovation studio of the BMW Group, has joined forces with real estate developer Magnom Properties to craft an emotionally engaging design for the façade of Egypt’s new Forbes International Tower. This collaboration aims to mark a significant milestone in sustainable urban development in the Middle East. The architects behind the project, Adrian Smith + Gordon Gill, conceptualized a 230-meter (755-foot)-tall building that seeks to establish a modern symbiosis between architecture and the environment. In line with this vision, the Designworks team will integrate features such as reflection, illumination, and digital interactivity into their design to foster a harmonious connection between the building, the surrounding environment, and the occupants and visitors.

Beyond the exterior design, Designworks will also be responsible for creating a seamless user journey across all physical and digital touchpoints of the EV charging park. Leveraging the BMW Group’s experience design process, which prioritizes customer needs, the team aims to provide visitors with a completely new experience of the building, both from the outside and the inside. Magnom Properties CEO Maged Marie emphasizes that the collaboration with Designworks aligns perfectly with their vision of creating an exceptional experience that integrates innovative technologies.

The 55-story business tower, a collaborative effort with Forbes, is planned to be part of Cairo’s new administrative and financial district. Boasting over 100,000 square meters (328,000 sq. ft.) of space, it is set to establish a new benchmark for sustainable architecture, aiming to minimize the building’s carbon footprint and achieve the highest certifications for ecological construction.

Holger Hampf, head of Designworks, highlights the BMW Group’s commitment to sustainability, stating, “The BMW Group was the world’s first car manufacturer to have its own environmental protection officer, and today, sustainability is at the heart of the company´s focus – far beyond the automobile.” As a subsidiary of the BMW Group, Designworks is proud to contribute to the design of the Forbes International Tower, believing that high-quality design can influence customer mindsets and behavior, promoting more responsible action.

The Forbes International Tower in Egypt is scheduled for completion in 2027, with plans for additional commercial towers of similar design in the United Arab Emirates and Saudi Arabia.


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