How BMW’s Suhail Edition Translated a Constellation into Design Language
In the deep silence of the Arabian night, one star has guided travellers for generations: Suhail. Now, that same celestial symbol of direction, purpose, and legacy finds its reflection not in the sky, but in the metallic body of a car.
The BMW 7 Series Suhail Edition is described as “a constellation reborn in motion”. Created exclusively for the Middle East and limited to just 50 units worldwide, it exchanges spectacle for stillness, meaning, and respect. From hand-engraved constellations tracing the real star’s coordinates to the restrained power of its design, every detail carries the quiet confidence of true craftsmanship.
Serviceplan Middle East conceptualised the modern myth, rooted in heritage, executed with precision, and shot with the cinematic touch of Kartik Sadekar, whose lens captured the car as a living presence beneath an engineered night sky.
Speaking to LBB’s Zara Naseer, Thomas Gheorghiu (associate creative director), Rana Ahmad (associate creative director), Dana Al-Sheyyab (senior multidisciplinary designer), and Kenneth Barnes (associate creative director) reveal how they brought Suhail’s starlight down to earth, and why powerful luxury stories don’t need to shout.
LBB> How did the Suhail concept come about? Why did it make sense to blend its cultural relevance and luxury automotive engineering into one cohesive idea?
Thomas> We didn’t want to make a car that just looked special, we wanted one that meant something. Suhail is a star that guided people through the Arabian night. That’s direction, heritage, purpose – exactly what BMW stands for. It was obvious once we saw it.
Rana> Since this edition is exclusive to the region, we set out to craft an identity that genuinely resonates with its people. This campaign was built with an Arabic-first approach -- an ambition many GCC clients strive to achieve. Suhail emerged from a deeply rooted cultural insight, reflecting the essence of local tradition and the stories that shape the region’s identity.
LBB> Who is the principal audience, and what insights informed the strategy to reach them?
Thomas> Saudi Arabia. It’s a market that loves craftsmanship but hates clichés. These are people who already know luxury, so you can’t sell it to them. What they respect is meaning and restraint. So, we built a story that felt proud, not loud. A quiet kind of confidence.
LBB> What were your key creative objectives?
Thomas> To keep it simple. Tell one strong story and tell it well. No overexplaining, no forced drama. The idea was: a star that guided travellers has finally arrived in metal shape as our special edition. That’s enough. Let the car, the craft, and the name do the talking.
LBB> Dana, can you tell us about the process of creating the constellation emblem? What was the thinking behind your design decisions?
Dana> We mapped the real Suhail constellation and recreated it through fine metal engravings across the car. The idea was to bring accuracy of astronomy into the language of design. Something that was precise, elegant, and regionally rooted without feeling ornamental.
LBB> What photographer did you work with on the campaign, and why were they the best fit?
Kenny> We worked with Kartik Sadekar, who has a rare ability to shoot cars like they’re characters, not objects. His work has that mix of stillness and presence that Suhail needed. He understood the soul behind the steel.
LBB> What was the shoot like? Why did you choose to turn day into night and how did you do it?
Thomas> It came down to two things: timelines and control. Shooting night-for-day gave us both. You can’t control starlight, but you can build it. We created the atmosphere we wanted instead of waiting for nature to cooperate.
LBB> With only 50 units of the Suhail Edition available worldwide, exclusivity is front and centre. How did this influence your narrative and media strategy?
Kenny> When you have only 50, you don’t shout. The whole campaign was about discovery, not display. We built a story that invited people in quietly, letting the idea of rarity speak for itself.
LBB> What was the biggest challenge you faced when bringing this campaign to life, and how did you overcome it?
Thomas> Getting the balance right. You can easily turn cultural storytelling into a postcard or make it too ‘global’ and lose its soul. We treated Suhail as a truth. Once we respected that, everything clicked. Tone, craft, visuals, all of it.
