In partnership with AllBright, BMW’s Head of Sustainable Design explains how she is leading the company in pioneering towards a more responsible future for travel – and why this is so crucially important.

INTRODUCING A CHANGEMAKER.

Discover the future of mobility with BMW i, which offers models with both all-electric engines and plug-in hybrids. Together, these two options allow drivers to find their perfect electric driving solution, whether it’s for everyday adventures or hitting the open road.

Of course, a game-changing car cannot be conceived without a game-changing designer. Here Daniela Bohlinger, the Head of Sustainable Design at BMW, explains her experiences of being a female changemaker pioneering towards a more responsible future for travel.

PLEASE CAN YOU GIVE US A BRIEF OVERVIEW OF YOUR CAREER SO FAR?

I grew up in a rural environment, playing outside with the treasures I found in nature. This meant I started being creative with my natural surroundings from an early age. I was brought up very modestly, but I didn’t miss out on anything.

Straight after high school, I undertook an apprenticeship as a goldsmith; not just because I chose to, but because my family told me, ‘you will always keep this kind of education, in case everything else fails’. During my apprenticeship, I realised that everything that is unused on metals or stones is treasured. I had to be really careful about where all the ‘rubbish’ was going. When you understand how to reuse everything, there is no longer such a thing as ‘waste’.

But it wasn’t my dream to stay working in this field for too long; I wanted to become an industrial designer. This career path wasn´t a given as I didn’t have the required grades for studying in the field. But with a clear dream and focus, I worked hard on my portfolio and was accepted at the university of my dreams.

During my years of education, I was confronted with the consequences of my actions again. Designing products also means that somebody has to produce them, and working in Manila in the Philippines was an eye opener for me. Working with a lot of natural materials made this experience very unique; however, the wastewater from the bleaching and dying processes was being released into the ocean. Everybody was accepting this for the sake of prosperity and growth.

So, summing up my experiences and morals that make me appreciate my environment and the impact my projects have, I have to remember the wise words of Kant: "Act only according to the maxim by which you can at the same time want it to become a general law". After studying internationally, working in different fields and also finding my peace back home, I have now been working for BMW Design for 19 years. Having starting as a Color and Trim Designer, I am now Head of Sustainable Design for the BMW Group.

WHAT DOES YOUR ROLE AS HEAD OF SUSTAINABLE DESIGN AT BMW INVOLVE? WHAT HAVE BEEN THE HIGHLIGHTS SO FAR? 

When I suggested the role of “sustainable design” to our Board of Design, they sent me back three times within two years to sharpen my profile of what I wanted to achieve. I had the task of making sustainable design decisions measurable. Otherwise, it wouldn’t have been easy to implement this topic into the organisation. Design cannot be measured or the output quantified, other than in relation to others. At that time (2015), the focus was on user-centered design, and environmental design had not yet been spoken about.

I was also asked to translate numbers and goals coming from the environmental department into design, which involved translating Co2 into form and materials.

My role hasn’t changed so far, but I am now an active member of the decisions that are made in the company, and I have a better understanding of what consequences these decisions could have. I develop and guide the sustainability roadmap for all brands (BMW, MINI, RR, Motorcycles). At last, my colleagues are now designing with the end in mind, and they even have an intrinsic motivation. I always hoped that I’d be able to tell them what to do without having to explain why first, and then how to do it. Now they start a project using their own experience and knowledge.

TELL US ABOUT YOUR EXPERIENCE OF DESIGNING THE BMW i3 – HOW DID YOU KEEP SUSTAINABILITY AT THE FRONT OF MIND HERE? WHAT SUSTAINABLE FEATURES DOES THE CAR HAVE?

From a designer’s perspective, my highlight so far was the development of the i3 starting on white canvas. This all-new, purpose-driven design had no limits and sustainability was at the forefront of all goals. Money wasn’t the first topic of discussion. Instead, we looked at the percentage of recycled content, the Co2 footprint, and the supply chains. We learned so much from asking the right questions.

This didn’t just happen internally; our suppliers also saw this paradigm shift happening. Nobody was talking about this topic so deeply in 2009. So, we had to inspire not just ourselves, but also everyone around us.
 

HOW IS YOUR PIONEERING WORK HELPING TO MAKE THE FUTURE OF TRAVEL MORE SUSTAINABLE?

By designing with the end in mind, and having a reduced carbon footprint as the top goal, there is no alternative but for the product to become more responsible. Just look at our circular statement: the BMW i Vision Circular. The briefing I gave to the designers was based on the principles of RE:use, RE:duce, RE:cycle, which means they have to RE:think the whole design process.

WHY IS WORKING TOWARDS A MORE SUSTAINABLE FUTURE IMPORTANT TO YOU?

When it comes to knowledge, I am the opposite of selfishness and stinginess. So, I do understand that our resources are not endless. With my knowledge of sustainability, plus my understanding of the effects of global warming and greenhouse gases, I have a direct lever on what I can spend my time, money and brainpower on. It makes me deeply humble that I am able to use the power I have to design a more responsible product. On the other hand, we do have to ask ourselves: is prosperity the opposite of a sustainable life? If we consume the way we do now, we will not be able to achieve the goal of limiting global warming to 1.5°. It’s not an easy topic, and of course, I am responsible for what I hand over to the next generation.

WHAT DOES A MORE SUSTAINABLE FUTURE FOR TRAVEL LOOK LIKE?

Rethink the way you travel; choose the best way that uses the smallest amount of resources. Right now, it is all about electric mobility. My guess is that urban planning will also help to design city layouts with short distances of no more than 15 minutes to reach everything we need for daily living. Paris is applying this concept right now.

WHAT ADVICE DO YOU HAVE FOR WOMEN WHO ARE LOOKING TO MAKE THEIR OWN TRAVEL MORE SUSTAINABLE IN FUTURE?

Don’t drive alone; instead, group together and organise shared driving. Try to avoid the peak traffic hours by not driving in rush hour. Rethink the places you want to go; do you really need to get there by car, if at all? Cut down on flights for fun. There is a lot to explore around us that we haven’t seen yet.

We forget that we can walk to places; I do that a lot. Most of my walking is now my ‘gym-time’; why go to the gym to run on the treadmill but take the car there? I also bought a great bike that I use to travel into work. It´s 9km each way, so the cycle helps to keep me fit. Plus, there’s no excuse on gear, it´s all out there. I learned a lot from the Swedes; they have high fashion clothing items just for biking. So, I would say that we should go back to our roots, use public transport, jump on (lease) bikes, or even an electric scooter – what a fun thing to do! Plus, you can take your spouse or kids on the back. We are on a very good path, but we need to rethink a lot, re-question our behavior and if you haven’t done it: start the change, right now. It’s a long way to go, but if you don’t walk it – who will?

FEELING INSPIRED?

Discover more about Daniela Bohlinger and her invovlement with British Vogue’s Forces for Change initiative.