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Well, seeing as you didn't say anything about the relative weight of functionality vs. aesthetics, I'm guessing your main motive is aesthetic. So my answer is, the interior because you will spend more time looking the interior more than you will the exterior.
If the driver's seat were located outside the car, I'd say the exterior. Also, if you are going to race the car and the performance parts were going to yield some edge on the track, go with the exterior first.
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Cheers,
Tony 
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'07, e92 335i, Sparkling Graphite, Coral Leather, Aluminum, 6-speed
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