How do you future-proof an icon?
When the world of consumer electronics began to move at a dizzying pace, the automotive industry suddenly found itself needing to catch up. In 2005, BMW Group invited Pilotfish to help solve one of the most complex design puzzles of that time: how to bring the fast-evolving digital world into the tactile, brand-rich interior of the next generation MINI without losing its soul.
The project became more than just a dashboard redesign. It was a six-year journey of deep collaboration, wild creativity, and shared conviction, reimagining how people interact with cars in a connected era. From a blank-sheet white paper to the moment the new MINI rolled off the line, Pilotfish stood side-by-side with BMW’s design team to shape a car interior that would become a stage not just for the driver, but for everyone inside.
We asked Georg Friedrich, General Manager Design at BMW Automobile, to look back at what made this partnership and the product so memorable.
Looking back at our collaboration, what was the most surprising or eye-opening moment for you?
"The tireless and likable creativity and enthusiasm with which you work on every topic!"
For Georg, it wasn’t just about technical solutions, it was the spirit that Pilotfish brought into every conversation. This energy helped fuel a process where rigid requirements transformed into playful possibilities, even when the task at hand was, as he later puts it, “getting the rectangle into the circle.”
How has working with Pilotfish influenced the way you approach product design and innovation today?
"Stay curious, never give up, party hard!"
There’s wisdom in that tongue-in-cheek response. The project may have been long and technically demanding, but Pilotfish’s way of blending curiosity with grit and joy left a mark. It shaped not only the product, but also the creative chemistry that remains unforgettable.
If you had to describe Pilotfish in three words, what would they be, and why?
“NO, NO, YES!” (Because they always find a way to make the impossible possible.)
Few answers could better capture the kind of stubborn optimism and engineering creativity that defined this collaboration. In a world where most ideas are met with reasons they can’t work, Pilotfish became the team that said, “Let’s try again, differently!”
What’s one challenge we helped you overcome that made a real difference in your project’s success?
“Getting the rectangle into the circle – be MINI.”
That playful metaphor says it all. Merging BMW’s cross-brand platform strategy, where mechanical and electronic modules had to serve multiple identities with MINI’s emotional, almost theatrical brand language, was no easy feat. The result? An interior where legacy met innovation without compromise.
What excites you most about the future of product design, and where do you see Pilotfish playing a role?
“P’s strength lies in its humanity and diversity. P constantly reinvents its working process and itself. This is exactly what the future needs.”
For Georg, what makes Pilotfish special isn’t just design excellence—it’s the ability to evolve without losing its human touch. It’s a fitting reflection of the MINI project itself: a vehicle that embraces both its heritage and the fast-changing future with charm, heart, and a whole lot of boldness.
🙏 Thank you, Georg.
In many ways, this collaboration defined a pivotal chapter in our journey. It reminded us that innovation is at its best when it’s joyful, that design must be felt - not just functional - and that even a rectangle can fit inside a circle, with the right minds and hands.
