BMW Grand Class

BMW Grand Class is a programme for BMW’s top-tier customers in Egypt — owners of the 6, 7 and 8 Series. Membership brings privileges from partner brands in dining, travel, fashion, design, art and entertainment, priority invitations to private events, and after-sales services. Icon Creations builds the app for BMW’s importer in Egypt. I designed the current app.

The programme’s value is spread across many partners, events and services. A member needs one place to see what they are entitled to and to use it: claim an offer, find a venue, reserve an event, call for assistance. And the programme has to stay exclusive. Only verified owners of eligible models can get in.

Grand Class is for owners only, so sign-up is not a normal registration. The member enters their details and the car’s 17-digit chassis number, the request goes to review, and the account is activated by email. Every step says clearly what is happening, so waiting for approval never feels like an error. Username, login, forgotten password and reset belong to the same flow.

Four tabs carry the programme: Home, Events & News, Assistance and Menu. Home leads with a hero, then Exclusive Partners and Your Benefits — the main reason to open the app. Each partner has its own page with the offer, vouchers or discounts, branches and a map link.

• Events & News: private member events and a gallery.
• Models: the current range with brochure downloads. New models are added as they launch.
• After-sales services: the privileges that come with the loyalty card, from roadside assistance and pickup and delivery to detailing, BMWi charging, a dedicated hotline and priority booking.
• Profile: the member’s car and when their membership ends.

A dark interface, a gold accent and full-bleed photography, so the app feels like part of the Grand Class experience rather than a utility. One set of components runs through every screen. I explored two corner styles, soft and sharp, before settling the system.

I also designed the programme’s new logo and app icon, and its landing page on bmw-egypt.com, which introduces the programme and its partners to owners who are not yet members. App, icon and page share one visual language.

The app didn’t stop at launch. I keep designing its releases: new models, new partners, new events.

Next, I’d turn the app’s components into a small, documented design system, so new models, partners and events can be added faster and stay consistent.