11 Aug 23 | BMW Group

Designworks creates User Experience Design for Forbes International Tower

Designworks, the innovation studio of the BMW Group, has been tapped by real estate developer Magnom Properties to partner in creating an emotionally engaging design for the façade of the new Forbes International Tower in Egypt. The tower is to become a milestone in sustainable urban development in the Middle East.

The idea behind architects Adrian Smith + Gordon Gill's concept for the 230-metre (755-foot)-tall building was to create a uniquely modern symbiosis between architecture and the environment. In keeping with this concept, the Designworks team will integrate such features as reflection, illumination, and digital interactivity into their design to create a harmonious sense of interrelatedness between the building, the environment, and the building’s occupants and visitors.

Designworks will also be taking on the design of a continuous user journey across all physical and digital touchpoints of the EV charging park. For this project, the team will draw on the BMW Group’s experience design process, which is focused on the needs of the customer. Magnom Properties CEO Maged Marie comments: “The collaboration with Designworks aligns perfectly with our vision of creating an absolutely exceptional experience – one that integrates innovative technologies to give visitors an entirely new sense of the building, from both the outside and the inside.”

The 55-story business tower, planned in partnership with Forbes, will be part of Cairo’s new administrative and financial district. With a total space of more than 100,000 m2 (328,000 sq. ft.), it will set a new benchmark for sustainable architecture. The overarching goal is to minimize the building’s carbon footprint and achieve the highest certifications for ecological construction.

"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," remarks Holger Hampf, head of Designworks. "As a BMW Group subsidiary, we are proud to be involved in the design for the Forbes International Tower. It is our firm belief that high-quality design can contribute to changing customer mindsets and behavior, promoting more responsible action."

The Forbes International Tower in Egypt is scheduled to be completed in 2027. Additional commercial towers of this type are being planned in the United Arab Emirates and in Saudi Arabia.