Behind every exceptional design lies a story of dedication: the unseen hours, exacting choices and constant refinement that transform an idea into something enduring. At Dubai Design Week, BMW Middle East will continue the story of the new BMW 7 Series through “A Tribute to Dedication”, an immersive pavilion imagined by acclaimed couturier, Rami Al Ali.

BMW Middle East commissioned Al Ali to conceive and design its 2026 pavilion, translating dedication beyond couture and into physical space. Grounded in a shared respect for craftsmanship and engineering, the exclusive collaboration explores material intelligence, movement and cultural nuance – offering a new vantage point through which to view the new BMW 7 Series.

The pavilion invites guests to discover BMW’s flagship luxury model, incorporating Al Ali’s signature layering techniques. Balancing material presence and elegant intangibility, the creative installation uses delicate fabrics including muslin and organza to build a multi-layered, dynamic architectural framework.

“The new BMW 7 Series is our tribute to dedication: the quiet, consistent commitment to lead, refine and create something that stands above time,” said Karim-Christian Haririan, Managing Director, BMW Group Middle East. “By commissioning Rami Al Ali to design our pavilion at Dubai Design Week, we are giving that idea a powerful new form. This is more than a collaboration; it is an act of creative trust that invites a distinguished international designer to interpret dedication in his own language and open the BMW 7 Series story to a wider cultural audience.”

Rami Al Ali brings both subtlety and structure to the commission, drawing on a distinctive design vision shaped by artistic innovation, exceptional craftsmanship and a deep understanding of materiality. His work continues to strengthen his position on the international couture stage. In June 2025, he became the first Syrian designer to be invited to present a collection on the official Haute Couture calendar of the Fédération de la Haute Couture et de la Mode in Paris, marking a significant milestone for both his career and the representation of Syrian and UAE design internationally. His achievements also include recognition in The Business of Fashion 500, Class of 2023, reflecting his contribution to the global fashion industry and his continued influence across disciplines including architecture, jewellery, aviation and design.

“This commission is an opportunity to express dedication not simply as an idea, but as an experience,” said Rami Al Ali. “My vision is to give this quiet, unwavering force a physical presence—transforming layering, a signature of my work, from couture into architecture. Delicate elements gather strength through repetition, structure becomes movement, and the new BMW 7 Series sets the journey in motion, inviting guests to move beyond the car and into a space where dedication takes architectural form. As guests move through the space, they are invited to discover how the unseen commitment behind every exceptional creation can be felt through rhythm, harmony and proximity.”

The BMW Group

With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial services. The BMW Group production network comprises over 30 production sites worldwide; the company has a global sales network in more than 140 countries.

In 2025, the BMW Group sold 2.46 million passenger vehicles and more than 202,500 motorcycles worldwide. The profit before tax in the financial year 2025 was € 10.2 billion on revenues amounting to € 133,5 billion. As of 31 December 2025, the BMW Group had a workforce of 154,540 employees.

The economic success of the BMW Group has always been based on long-term thinking and responsible action. Sustainability is a key element of the BMW Group’s corporate strategy and covers all products from the supply chain and production to the end of their useful life.