WORLD PREMIERE OF THE NEW BMW Z4 M40i FIRST EDITION IN PEBBLE BEACH.
The world premiere of the new BMW Z4 M40i First Edition lands in the Pebble Beach Golf Links near Monterey.
Since 2004, BMW is proud to have partnered with Frieze Art Fair London, the world’s greatest Contemporary Art Fair.
For five days each year, the Regent’s Park based fair brings together artworks from over 160 contemporary galleries across almost 30 different countries, showcasing a range of contemporary and historical pieces for a broad audience.
BMW Open Work is a joint creative endeavour launched in 2017 that brings together art and technology in pioneering multi-platform formats.
In 2019, BMW worked with Paris-based artist Camille Blatrix. Exploring themes of physical perfection and production techniques, Blatix has decided to use BMW individual as a focal point, making the most of BMW Group’s amazing acces to craftsman and their expert skill sets.
Camille Blatix's work
"At its third year, BMW Open Work has developed into a unique encounter between industrial knowledge, technology, and artistic thought. Working with such a talented practitioner as Camille Blatrix is an exciting privilege. I can’t wait to see how his interest in the emotional possibilities of functional objects produces new and uncanny relationships through working with BMW."
Attilia Fattori Franchini, BMW Open Work Curator
In 2018, New York-based artist Sam Lewitt presented his work in the BMW Lounge as well as in the VIP Car Service at Frieze London. With this, BMW also took the opportunity to showcase their new luxury sports car: the BMW 8 Series Coupé. Those who enjoyed the luxury of entering the BMW Lounge had the chance to explore the new elegant racer surrounded by Sam Lewitt’s inspired installations.
Olivia Erlanger, a New York based artist earned selection for the 2017 BMW Open Work initiative.
For the commission, Erlanger was inspired by current and future BMW technology and created an immersive space which flowed through the fair. The installation, “Body Electric”, drew the audience in with a mix of interactive audio, unusual lighting and unique sculptures that aimed to drive conversation on the changing relationship between people and technology.
“Commissioning new work has been at the heart of Frieze London since it began. Through this partnership with BMW, we are thrilled to be supporting ambitious, thought-provoking work and opening up conversations between art, design and technology.”
Jo Stella-Sawicka, Artistic Director, Frieze
In 2016, BMW Individual and Esther Mahlangu collaborated to create a unique BMW 7 Series, 25 years after she created a BMW Art Car which was the first to be signed by a woman.
Mahlangu's unique graphic design style is comprised of the bold colours inspired by her cultural background as a member of the Ndebele people.
