New landmark celebrates Plant Spartanburg’s role as the global
home of BMW X Sports Utility Vehicles.
Spartanburg, S.C. – June 30, 2026… BMW today unveiled
a new “Home of X” sculpture outside the BMW Zentrum in South Carolina,
creating a bold new landmark that celebrates Plant Spartanburg’s role
as the global home of BMW X Sports Utility Vehicles and serves as a
lasting symbol of BMW’s commitment to South Carolina and the United States.
Designed by Designworks, a BMW Group company, the sculpture
transforms the iconic “X” into an immersive architectural
experience that visitors can walk through, gather around and interact
with. The sculpture reflects the significance of Plant Spartanburg,
where BMW X models are assembled for customers around the world, and
reinforces the plant’s identity as the Home of X.
Rising from a base bearing the outline of the United States, the
sculpture’s twisting, illuminated form reflects the innovation,
capability and forward-looking spirit that define the BMW X family.
Rather than representing any single vehicle, the sculpture captures
the broader character of BMW X and the significance of Plant
Spartanburg, which has played a central role in the success of the BMW
X family.
“The goal was to create something that immediately communicates
the significance of Plant Spartanburg,” said Julia De Bono,
CEO/Studio Director of Designworks. “We wanted to transform the
BMW X it into a physical experience that people can engage with.
Inspired by the people, technology and landscape that have shaped
Plant Spartanburg, the sculpture is designed to feel both timeless and
dynamic—a symbol of the BMW X family and the future it represents.”
The sculpture was developed around three interconnected
themes—community, territory and technology—which serve as the
foundation for the Home of X story.
The community narrative honors the people and associates whose
dedication has helped make Plant Spartanburg a cornerstone of BMW’s
global production network. The territory narrative recognizes the
United States as the birthplace and largest market for BMW X models.
The technology narrative highlights the innovation and manufacturing
expertise behind the BMW X models assembled in South Carolina.
Designed as more than a traditional sculpture, the sculpture invites
visitors to become part of the experience. Open spaces within the
structure create places to sit, gather and reflect, while integrated
lighting transforms the sculpture throughout the day and night. Its
upward-reaching form serves as a beacon, symbolizing the continued
evolution of the BMW X family and BMW’s future in the United States.
“Designing this sculpture as an automotive designer meant
translating a motion-driven visual language into something permanently
still,” said Nicola Mondini, Creative Director, Automotive
Design, Designworks. “While seemingly counterintuitive, we had to
create a sculpture that felt dynamic and future-oriented, yet stable
enough to become a gathering place for people—where the final form
isn’t just expressive, it actually becomes part of their everyday lives.”
The Home of X story continues inside the BMW Zentrum, where new
exhibits expand on the themes of community, territory and technology
through immersive displays highlighting the history of BMW X models,
the advanced manufacturing technologies at Plant Spartanburg and the
people who have helped shape BMW’s success in South Carolina.
Each of the three zones inside the Zentrum is designed to
immerse visitors in a distinct dimension of the Spartanburg story.
In the territory zone, milestone BMW X models are paired with
diverse American landscapes, guiding visitors on a journey through
the plant’s history and its deep roots in the US. The technology
zone offers a window directly into the manufacturing process,
bringing the precision and innovation behind each X model to
life. The community zone follows two parallel journeys: the
making of a vehicle on the assembly line, told through the faces and
hands of the workers who bring it to life, and the story of a person’s
relationship with BMW, from first encounter to devoted
driver—capturing the emotional connection between the brand and the
lives it touches.
“This is a full-circle moment for Designworks. We shaped the
first BMW X model, and we’ve been part of the Spartanburg story ever
since,” said Paul Ferraiolo, Director, Strategy & Partnering,
Designworks. “This sculpture connects BMW’s past to its
future—and honors the people who build it every day.”
The sculpture made its public debut during BMW’s Home of X event,
where media, guests and company leaders gathered to celebrate the
completion of BMW’s $1.7 billion investment in South Carolina
operations, Plant Spartanburg’s position as the global Home of X and
the world premiere of the all-new BMW X5. The sculpture transforms the
Home of X theme into a permanent landmark that visitors can experience
for years to come.
Together, the Home of X sculpture and the enhanced BMW Zentrum
experience create a new destination for visitors while celebrating the
legacy, innovation and future of BMW X models assembled at Plant Spartanburg.
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About Designworks
Designworks is the BMW Group’s innovation studio and a global
creative consultancy at the intersection of design, technology, and
innovation. The studio specializes in mobility, product, and digital
life design, as well as strategic design consulting. Founded in
Malibu, California in 1972 by Chuck Pelly, Designworks became a wholly
owned subsidiary of the BMW Group in 1995. Today, the studio serves as
a creative driving force for all BMW Group brands while partnering
with clients across a wide range of industries, including aviation,
agriculture, mobility, consumer electronics, and spatial experiences.
With studios in Los Angeles, Munich, and Shanghai, Designworks helps
organizations envision and create future products, services, and
experiences through a human-centered approach to innovation. Since
2024, the studio has been led by Anders Warming.
BMW Manufacturing Co., LLC
BMW Manufacturing Co., LLC is a subsidiary of BMW AG in Munich,
Germany, and assembles the BMW X3, X5, X5 M, X7, and XM Sports Utility
Vehicles and the BMW X6 and X6 M Sports Activity Coupes. In addition
to the South Carolina manufacturing facility, BMW Group North American
subsidiaries include sales, marketing, and financial services
operations in the United States, Canada and Latin America; a
manufacturing plant in San Luis Potosi, Mexico; and a design firm and
technology office in California. For more information on BMW
Manufacturing, visit www.bmwusfactory.com.
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