MINI Gets New Head of Design Amid a Larger BMW Shake-up

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MINI is getting a new head of design. If you’ve been following MotoringFile over the years, you’ll know that it’s relatively normal for BMW to cycle designers through different brands and roles. But what was announced today looks a bit different and might have broader impacts on MINI, BMW and even Rolls-Royce.

BMW Group is shaking things up in its Design division, all under the direction of long standing Group Design Director Adrian van Hooydonk. The BMW Group is forming a new, cross-brand design team starting October 1, 2024 focused on ensuring BMW, MINI and Rolls-Royce are at the forefront of automotive design with an eye towards innovation.

“Technology and customer preferences are shifting faster than ever before. Car design is more diverse today. Digital experiences, sound design, and sustainable materials are now just as important as the vehicle’s aesthetics. Every detail counts, and it’s the seamless integration of all these elements that makes the difference.”

Adrian van Hooydonk

Two key changes from this strategy will be consolidating Colour and Material Design across all brands and BMW’s design team being split into two studios, with a stronger focus on “Advanced Design” for the future.

MINI Design Changes

Holger Hampf, Head of BMW Group Designworks, will now be in charge of design for the MINI brand.

Holger took the reins as President of Designworks back in 2017, making the move from Munich to the firm’s California HQ. Before this, he was Head of Design User Experience for BMW Group, where he played a key role in pushing the company’s digitalization efforts and shaping user interface design across all of BMW’s brands.

Holger’s got a wealth of experience and a genuine passion for design. His wide-ranging background means he has worn many hats over the years—digital pioneer, consultant, designer, networker, and ambassador—all rolled into one.

What really sets him apart is his ability to blend the best of two worlds. He’s historically combined the precise, “less is more” mindset of German design with the bold, go-for-it energy of California’s creative scene.

BMW Design

Oliver Heilmer, previously in charge of MINI Design, is now responsible for BMW’s compact and mid-size models, plus BMW M. Meanwhile, Claudia Braun will head up a new cross-brand Colour and Material Design department, overseeing BMW, MINI, and Rolls-Royce. Braun has already been steering this for BMW since April 2024, bringing experience from Porsche, Daimler, and Volvo.

Van Hooydonk has tapped industry veteran Maximilian Missoni to lead design for BMW’s upper mid-size and luxury models, as well as BMW Alpina. Missoni comes from a successful tenure as Head of Design at Polestar, following stints at Volkswagen and Volvo Cars.

Former BMW Design Studio Head Domagoj Dukec is shifting to Rolls-Royce Design, taking on Bespoke and Coachbuild responsibilities. Anders Warming, who previously led Rolls-Royce Design, will now tackle all things Advanced Design, along with overseeing the BMW Group Designworks subsidiary. Holger Hampf, Head of Designworks, is set to lead MINI design.

Christian Bauer continues to spearhead digital customer experience innovation across all brands.

As van Hooydonk puts it: “I’m excited to keep pushing the design and evolution of our vehicles forward, alongside a top-tier team of talented design professionals.”

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