BMW is renowned for its innovative automotive technology – but its fearless aesthetics and progressive design are just as worthy of praise, as seen with the new BMW 4 Series Coupé and Convertible.

As BMW’s Head of Design Domagoj Dukec says, “There are a lot of different takes on what ‘progressive’ design means, but it always, without fail, provokes a strong emotion. The only true criteria is to make something unique and daring that raises the bar.”

In other words, when it comes to creating something truly iconic, playing it safe is not an option. And this isn’t just for the automotive industry, it has been seen across all industries, from fashion to home interiors.

4 Series Coupé


In February 1955, Gabrielle “Coco” Chanel ruffled feathers when she launched her cult 2.55 bag – adding the first chain strap to a women’s purse. The old guard decried the style as “improper” and “uncouth”. Decades later, and it remains one of the house’s most enduring designs.

Similarly, Christian Louboutin developed his vertiginous stilettos in the ’90s. Certain tastemakers questioned the gravity-defying heels. Thanks to its first high-profile client – Princess Caroline of Monaco – it is now a world famous brand. Almost 25 years later they launched their bestselling So Kate pumps – with its record-breaking heel measuring 120mm.

Chanel bag and Louboutin shoe


The PH5 Pendant and Anglepoise 1227 have revolutionised the way we light up our homes – but not without plenty of dismissive criticism at first. Inspired by the movement of the human arm, automotive engineer George Carwardine created the sophisticated Anglepoise 1227 in 1935. The lamps are now ubiquitous.

Three decades later, Danish maverick Poul Henningsen devised the radical PH-5 Pendant to transform the glare from incandescent bulbs, creating a then-contentious icon of mid-century design in the process. It’s remained a bestseller for its manufacturer, Louis Poulsen, ever since.


It took 35 years for Hans J Wegner’s Shell chair to be recognised for what it is – a masterpiece. When the Scandinavian master first revealed the CH07 Shell in 1963, only the most progressive critics praised it. Jump to 1997, and Wegner’s long-term manufacturing partner Carl Hansen & Søn reintroduced the design, becoming one of their most in-demand chairs thanks to its organic simplicity.


French architect Philippe Starck made one of the most powerful aesthetic statements of the 20th century when he sketched a lemon squeezer on the back of a napkin while eating a plate of calamari on the Amalfi coast in 1990. Today, the original napkin sketch, complete with tomato sauce stains, has a place in the Alessi Museum – while one of Starck’s lemon squeezers rests in the permanent collection of the Museum of Modern Art in New York. In his own words, “It’s not meant to squeeze lemons, it is meant to start conversations.”

4 Series Coupé


The message is clear: to create (or be) a style icon, go bold. It’s precisely that visionary sentiment that Dukec tapped into when creating the new BMW 4 Series Coupé – combining true innovation with a deep sense of the brand’s prestigious heritage to make a car like no other. “That’s the key balancing act in the new BMW 4 Series as a whole: creating something that’s avant-garde and timelessly beautiful at the same time,” Dukec says.


Dukec was particularly inspired by the art-deco style BMW 328 Coupé, with slender, vertical grilles manufactured between 1936 and 1940, as well as the '70s favourite, the BMW 3.0 CS, whose more compact grille was angled slightly forward.

“The kidney is our strongest brand icon,” says Dukec. “Of course, in the 4 Series Coupé, no feature is more powerful than BMW’s classic twin kidney grille – featured on nearly every BMW front since 1933... There’s never been a generation of car that kept the same kidney grille shape as its predecessors.”


No driver with an eye for style could fail to be impressed by the sleek profile and clean lines of the two-door, four-seater BMW 4 Series Coupé. And while the exterior design guarantees the car will make an impression on passersby, its sumptuous interiors create the ultimate luxury driving experience. Get into the leather driver’s seat, adjust the settings in the driver orientated cockpit, and prepare to be amazed on every level.

“This series, and especially the Coupé, is really what BMW is all about,” Dukec underscores. “It’s certainly not like any other car on the road. It’s strong. It’s bold. It’s the future.” And, for anyone who is truly passionate about their driving, what could be more appealing than that?

Discover more information about the new BMW 4 Series Coupé now.

Photographs by Mitch Payne. Styling by Jessica Dance.

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