Yujim Kim’s final thesis project for Sweden’s UMEA University is about the needs and future of next generation of personal commuting. Kim therefore selected BMW as the brand in the context of worldwide globalization, and called it the Urban Micro Commuter concept.
Kim’s research led to futuristic ways in which to express the brand’s identity, light weight and premium down-sizing. Despite the compact size of the package, the one-box BMW concept had to express superior quality and provide a comfortable space for users. It also expresses premium qualities through innovative new technologies, such as active-wheels and electrochromic glass.
One of Kim’s objectives was to develop a fresh form language for BMW. The result is a 1+1 urban commuter with a bold identity and an aesthetic that wouldn’t look out of place on a future BMW product.