BMW Middle East has commissioned Syrian couturier Rami Al Ali to design an immersive pavilion exploring craftsmanship, materiality and engineering, to be presented at Dubai Design Week from the 3rd to the 8th of November.
Titled A Tribute to Dedication, the installation draws parallels between haute couture and automotive design, offering a new perspective on the marque’s flagship luxury saloon, the BMW 7 Series. The collaboration translates the principles of precision, refinement and creative discipline into an architectural experience.
The pavilion incorporates Al Ali’s signature layering techniques, using delicate fabrics including muslin and organza to create a multi-layered structure that balances material presence with lightness and movement. Through the interplay of texture, repetition and form, the installation explores how seemingly delicate elements can acquire strength through considered construction.
“By commissioning Rami Al Ali to design our pavilion at Dubai Design Week, we are giving that idea a powerful new form,” said Karim-Christian Haririan, managing director of BMW Group Middle East. “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.”
For Al Ali, the project extends the principles underpinning his couture practice into a new creative discipline, transforming fabric, structure and movement into a spatial composition. Visitors are invited to move through the installation and discover how the commitment behind exceptional design can be expressed through rhythm, harmony and proximity.
“This commission is an opportunity to express dedication not simply as an idea, but as an experience,” said 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.”
The collaboration builds on Al Ali’s growing international profile. In June 2025, he became the first Syrian designer invited to present a collection on the official Haute Couture calendar of the Fédération de la Haute Couture et de la Mode in Paris. He was also named in The Business of Fashion 500, Class of 2023, recognising his contribution to the global fashion industry.
With A Tribute to Dedication, BMW Middle East brings automotive engineering into dialogue with contemporary couture, positioning the BMW 7 Series within a wider conversation about the craftsmanship and creative vision behind luxury design.
