We kick off the new year with our first '5+1' interview, featuring Elena Schwoerer, CMF Designer at MINI. With a background in textile design, Elena brings a unique perspective to her role in shaping the visual and tactile elements of MINI's iconic vehicles. In this interview, we will explore Elena's motivations for joining the automotive industry, her contributions to maintaining and evolving MINI's brand identity, and her commitment to integrating sustainability into CMF design. Additionally, we will delve into her favourite project, uncovering the creative challenges and opportunities it presented.Lastly, as a woman thriving in the automotive sector, Elena will share her experiences and shed light on MINI's initiatives in promoting gender equality and diversity.

1. As a CMF Designer at MINI with a background in textile design, what motivated your decision to work in the automotive industry? Were there any specific factors that influenced your choice?

During my studies in textile design, I have completed internships in the fields of automotive, fashion, and interior design. I particularly enjoyed my internship as a CMF designer. It was exciting to blend textiles with other materials such as leather, synthetic leather, wood, and metal. Stepping into the BMW Innovation Center during that internship it was my first exposure to the bustling environment, and I was captivated by the multitude of people, each contributing to the BMW universe. From that moment on, I aspired to become a part of something significant, too. Today, I ‘m actively involved in this dynamic realm. Collaborating with diverse individuals on every intricate detail of a vehicle. For people outside the automotive industry, it is hard to understand the multitude of tiny details that require attention and discussion.

2. MINI is known for its iconic and distinctive brand identity. How do you contribute to maintaining and evolving MINI's brand image through your work in CMF design?

The MINI Design Studio already exudes a positive vibe. Our small teams enjoy playing tabletop soccer during lunch breaks and gather in the kitchen for cooking or coffee. We are like a big family. We aim to convey this feeling of community and joy to our brand's external image. For me as a CMF designer, this means playing with vibrant colours and patterns. My goal is to incorporate traditional shapes and patterns, which I constantly reinterpret or present with the use of innovative technologies. For example, you can find the Union Jack on the convertible top fabric or knitted houndstooth patterns on the dashboard. The dashboards of the new MINI models are made from recycled polyester knit. Sneakers have been made from knit fabric for a long time, and this sparked our curiosity about how it would enhance the interior. My daily work is driven by my curiosity for innovations, attention to detail, and a strong sense of tradition. As a textile designer it's even more enjoyable when I get to design colourful accessories like labels and ribbons.

3. With a growing emphasis on sustainability, how do you integrate environmentally friendly materials and practices into your CMF design process at MINI, and can you share any specific initiatives you have been involved in?

Sustainability is already deeply ingrained in the DNA of MINI and that it naturally guides my approach towards aligning textile quality and material selection accordingly. In addition to material design for production vehicles, we are simultaneously collaborating with our development team on new technologies and sustainable materials. It is crucial for me to incorporate recycled or circular materials and completely removing leather from the portfolio in the new MINI family. I aim to promote sustainable and future-oriented textiles. I developed a knitted fabric for the dashboard and doors that is robust and easily stretchable, allowing for seamless integration onto various geometries. This material is made from recycled polyester and eliminates the need for seams, reduces waste and even production steps. 

4. Among the projects you have worked on at MINI, which one stands out as your favourite? What unique challenges or creative opportunities did it present in terms of colour, materials, and finishes?

My favorite project was the MINI Concept Aceman. Here we implemented the brand's typical go-kart feeling in a playful way through material that perfectly fit the character of MINI. The interior was simplified to highlight the new material concept. I translated the joy of driving into a celebration of matching colours and materials.
We challenged the leather-free interior by focusing on textiles instead. I selected diverse fabric qualities and finishes including smooth knits, woven textures, a relief-like waffle fabric and soft embossed velvet with patterns. The smooth fabric served as a perfect canvas for digital printing and 3D embroideries. While preferring analog methods, I spontaneously used a spray can to create the initial graphic on paper. After that the scanned spray graphic was transferred to the textile by our upholsterers, along with a colourful embroidery. On the dashboard, a projection interacts with the knitted fabric. The challenge was to find the right pattern that is eye-catching in daylight yet allowing the projection to shine in low light. The greatest challenge now is to translate these fantastic technologies and experiments into production vehicles, so that all MINI enthusiasts can feel the joy of these materials.

5. As a woman in the automotive industry, could you share your experience building a career in this field and discuss MINI’s efforts in promoting gender equality and diversity?

In my 9 semesters at the Academy of Fine Arts in Stuttgart, there were only three men – my professor, a tutor for one semester and an exchange student in the 5th semester. Having said that, I like to point out, that it can be challenging even among women.
Now I experience the other extreme when it comes to the automotive industry in general: it is more male dominated. However, I experience MINI as a very diverse, international, and open-minded team that lives the family spirit. MINI puts great effort in strengthening gender equality and diversity by hosting workshops for example. We are sensitised to identify inappropriate behaviour and how to respond, whether witnessing it or being affected by it.

And the +1 question from Elena to you:

“Which fantasy creature do you think MINI should choose for a special edition? Let the fun begin!”

We sincerely appreciate your significant contribution, Elena, to the '5+1' interview. To gain further valuable insights from inspiring women in the industry, we encourage you to explore the '5+1' section of our magazine.

Pictures: MINI