Since 2004, BMW is proud to have partnered with Frieze 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. This year the fair celebrates its 20th anniversary with its most international edition to date and an extensive programme of cultural collaborations and events, including the BMW Open Work format.
In 2023, Marseille-based artist Sara Sadik debuted a film and video game conceived for the new BMW i5. The pioneering multi-platform format, curated by Attilia Fattori Franchini brought together art, technology and design. Both works premiered during Frieze London, which ran 11 - 15 October.
Since 2017, 'BMW Open Work by Frieze' has invited artist to create a visionary project inspired by technology, engineering prowess and BMW design.
Titled LA POTION (EH), Sadik’s work utilises computer-generated scenarios to investigate the changing emotional states of young male characters. Sadik’s video and performance practice draws on video games, anime, science fiction and French rap, and was brought to life with the help of BMW i5 designers.
Bridging the world of art and music, BMW once again partnered with Frieze to bring Frieze Music to the legendary KOKO Club in Camden, north London on 12 October.
This year’s performer was Mercury Prize-nominated, London-based Loyle Carner and the night was a celebration that highlighted the 20-year anniversary of Frieze London.
“I couldn’t be more excited to work with Sara Sadik, whose practice carefully investigates and mines the intersection of art, gaming and digital technology. Sadik’s project for BMW Open Work 2023 - a video game specially conceived for the BMW i5, using the car as a unique experiential device, and a film to play in the BMW lounge - brings the program in a wholly new direction. I can’t wait for this project to take over the spaces of KOKO, reinforcing Frieze and BMW’s joint commitment to experimental artistic practices.”
Attilia Fattori Franchini, BMW Open Work Curator
Investigating the politics of sound and its surrounding, Nikita Gale explored themes of invisibility and audibility with the artwork entitled ‘63/22’. Gale reflected on the relationship between automotive and sound technologies, and worked with BMW i7 designers to present the site-specific installation in the BMW Lounge.
At Frieze London 2021, BMW commissioned Madeline Hollander for the BMW Open Work. Hollander revealed her work, which is composed of recycled LED headlights from the BMW Group Recycling and Dismantling Centre. Titled, 'Sunrise/Sunset', it was selected by curator Attilia Fattori Franchini, and was introduced during Frieze Week in 2020 via an interactive digital platform.
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
