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The second issue of FREUDE.FOREVER magazine presented by BMW explores the question of what “new” really means.

4 September 2023

Together with the Icelandic artist collective Fischersund, a digital flower was created, inspired by the BMW promise to deliver Freude through innovation, optimism and the belief that there is a bright future ahead of us.

Delivered in a groundbreaking form, this flower is an expression of newness and discovery, merging the physical and the digital world.

The flower is elaborately high-embossed on a Gmund paper cover. On the following inside page, an immersive augmented reality experience of the flower can be accessed by scanning a QR code.

What does it take for something to be truly new?

Newness is not just about creating something that has never been seen – it is about approaching challenges with a fresh perspective and understanding the true power of having a vision. Doing this requires open-mindedness, bravery, flexibility, self-criticism, honesty and resilience in the face of those who say it cannot be done. But most importantly, it demands the will to embrace change itself, even if uncomfortable, and see it as an opportunity rather than an obstacle.

FREUDE.FOREVER was created to excite a global readership about our shared future. Deliberately bold and decidedly progressive, this magazine explores the topics, ideas and people whose drive and passions help push the agenda for a smarter, greener and brighter future.
David Barnwell

Editor in Chief

Welcome to FREUDE.FOREVER No. 2


When was the last time I did, saw, or experienced something new? Something that made me see the world around me in a completely new way? Something that offered me a new perspective?

With the introduction of the “new” NEUE KLASSE, BMW embarks on a new chapter in its history. The parallels to the decisive times of the early 1960s, when the introduction of the original NEUE KLASSE line-up helped the business leap into a new era (➜ Read also: The Neue Klasse: Trailblazing a bright future), are notable. BMW is once again facing a profound process of transformation. This is accompanied by a radical change of perspective. Newness itself is being redefined, yet again.

For nearly 100 years, the central promise of BMW has been to deliver FREUDE through innovation and groundbreaking ideas; to create what lies ahead of us rather than adapting to or simply falling in line with the changing times. To shape the future, one must be willing to take risks, try new things and always challenge oneself. One must understand the beauty and power of the new.

The stories in this issue of FREUDE.FOREVER are designed to inspire a different way of thinking about what’s possible – embracing that same spirit of innovation and optimism that forever lies at the heart of BMW.



The new magazine presented by BMW. Available in German and English.

Award-winning, sustainable, circular

Issue No. 1 – Seven Senses of FREUDE.FOREVER magazine was awarded by the Society of Publication Designers and the Art Directors Club for Germany.

The inside pages of FREUDE.FOREVER Issue No. 2 are printed on Primaset paper from Arctic Paper Grycksbo, which is Cradle to Cradle Certified® at the silver level. Cradle to Cradle Certified® is the global standard for safe, recyclable and responsibly manufactured products. The cover, made of Gmund Bio Cycle paper in a yellow shade produced exclusively for BMW, contains up to 50 percent alternative, fast-growing natural fibers, the other part being FSC®-certified pulp.

Author: Tassilo Hager; Art: Lucas Lemuth; Animations: NEEEU

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