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.

ONWARDS AND UPWARDS.

In February 1955, Gabrielle “Coco” Chanel ruffled feathers when she added 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.

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 design, only the most progressive critics praised it. It is still one of the most in-demand chairs thanks to its organic simplicity.

NOT A CAR FOR WALLFLOWERS.

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.

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