World premiere of “FRANCHISE FREEDOM” has a sea front night sky of Miami Beach abuzz with 300 drifting drones. Studio Drift in partnership with BMW combined an airborne sculpture educational a heavens during Art Basel in Miami Beach.

Posted on 07. Dec, 2017 by in BMW Canada

Miami Beach. Last night during South Beach, on the
dusk of Dec 6, Amsterdam formed Studio Drift, Lonneke Gordijn
and Ralph Nauta, presented their latest work “FRANCHISE FREEDOM – a
drifting sculpture by Studio Drift in partnership with BMW” to an
assembly of hundreds of dumbfounded guest and dismayed onlookers. On
a arise of Art Basel Miami Beach, 300 bright drones moved
opposite a sky above a sea mimicking a organisation of birds and creating
a performative pattern during a interface between technology, science,
and art. 

“Everything can be unnatural in animation and practical reality, though we
consider there is an significance in formulating genuine use that we can
feel and see with your possess eyes in a genuine world, not usually by a
screen”, says Lonneke Gordijn, co-founder of Studio
Drift, Amsterdam, about a ubiquitous mind set and proceed of Studio Drift. 

 “This was a once in a lifetime pleasure to behold,” says
Hildegard Wortmann, Senior Vice President Brand
BMW. “It was Edmund Burke – in a center of a 18th century within
his obvious dissertation on a high – who wrote of beauty as being
a movement. This is what Studio Drift and Bayerische Motoren Werke
both wholeheartedly allow to. ‘FRANCHISE FREEDOM’ is a
technological consternation and a monumental cultured experience.” 

In jubilee of Art Basel in Miami Beach 2017, Studio Drift, BMW,
FuturePace as good as Faena premiered “FRANCHISE FREEDOM”. By
imitating a healthy materialisation of a overflow of birds, it is a first
time for this orchestrated transformation to be presented by machines
operative with decentralized algorithms during a really vast scale.
Additional shows continue needing are designed nightly during 8 PM from
Thursday to Sunday, Dec 7-10. The drones perform on a beach
above a sea between 32nd and 33rd Street off Collins Avenue behind
a Faena Hotel Miami Beach. They are manifest from a vast stretch –
minute timing will be common on Instagram by Studio Drift
@studio.drift, Pace Gallery @pacegallery and by BMW on Instagram
@bmwgroupculture and Facebook #bmwgroupculture.   

Studio Drift questions a ethereal change between a organisation and the
individual. The scapegoat done by a particular subjecting to the
organisation gives off a apparition of freedom, formulating a never-ending
cycle. To emanate “FRANCHISE FREEDOM”, Studio Drift complicated a natural
moody patterns of starlings and translated them into module that
was privately grown and embedded in a drones. Their technology
is formed on ongoing university investigate on flocking behavior, as the
beliefs of self-organization have turn some-more and some-more applicable in
a changing world. 

BMW has a 50-year tellurian lane record of noticing and enabling
talent in a arts. The association creates artistic visions come loyal and
honors a full artistic leisure of any artist or establishment they
combine with. When Studio Drift sought a discourse with BMW in
courtesy to their desirous project, a company, as long-term partner
of Art Basel, could not pass on a challenge. For a duration of over
half a year, discussions ensued between BMW and Studio Drift – only as
they did with artists like Jeff Koons, Olafur Eliasson, and Cao Fei
before them. 

The full partnership is documented by 4 films, all slated to be
expelled by a finish of 2017. The initial one, a mural of Studio Drift
and footage of “FRANCHISE FREEDOM – a drifting sculpture by Studio Drift
in partnership with BMW” can be found at:

While Studio Drift presented their latest pattern during a interface
between science, art and technology, Bayerische Motoren Werke had one
of their latest masterpieces on site: a BMW Concept 8
was on arrangement for guest to see adult tighten in a Faena
Beach Dome on Decemer 6, 2017. The investigate automobile serves as a taster of a
stirring BMW indication – a BMW Concept 8 Series stands for new design
ideas and form-building techniques, representing a apex of
sports opening and exclusivity during BMW and slated for launch in
2018 as partial of a many desirous indication descent in a company’s history.


For serve questions greatfully contact:

Dr Thomas Girst
BMW Group Corporate and Governmental
Cultural Engagement
Telephone: +49 89 382 247
Fax: +49 89 382 24418  



Studio Drift / Pace Gallery press inquiries:

Hanna Gisel

Pace Gallery



About Studio Drift

Based in Amsterdam, Studio Drift was determined in 2006 by Lonneke
Gordijn (b. 1980, Alkmaar, Netherlands) and Ralph Nauta (b. 1978,
Swindon, United Kingdom), who attended a Design Academy Eindhoven
together. Studio Drift explores a attribute between nature,
technology, and humankind in site-specific installations and
interactive sculptures. Studio Drift draws their impulse from
nature, both rigourously and philosophically, while their creative
routine is fuelled by innovative technologies and methods. Their
groundbreaking work comes to life by ongoing collaborations with
scientists, university departments, and investigate facilities, computer
programmers and engineers. Their use is a covenant to the
cross-pollination between a technically modernized and the
aesthetically beautiful, permeated with an recognition of destiny potential.


About FuturePace

Studio Drift is represented by Pace Gallery, holding partial in the
gallery’s FuturePace program. Established by Mollie
Dent-Brocklehurst, Pace Gallery, and Mark Davy, owner of Futurecity,
FuturePace offers a pioneering proceed to commissioning art ‘in the
open realm’. The partnership builds on a expanded and important
histories of both Pace and Futurecity, bridging Pace’s extensive
tellurian resources with Futurecity’s innovative proceed to developing
vast scale commissions for artists in a open realm. FuturePace
develops partnerships and opportunities with an general organisation of
artists including Studio Drift, Kohei Nawa, Carsten Nicolai, Random
International, Michal Rovner, Studio Swine, teamLab, and Leo Villareal
articulating a concentration on art that transforms conventions of public
sculpture by reaching into a digital sphere.


About BMW Group’s Cultural Commitment

For roughly 50 years now, a BMW Group has instituted and intent in
over 100 informative cooperations worldwide. The association places a main
concentration of a long-term joining on contemporary and complicated art,
exemplary song and jazz as good as pattern and design. In 1972,
3 large-scale paintings were combined by a artist Gerhard Richter
privately for a corridor of a BMW Group’s Munich headquarters.
Since then, artists such as Andy Warhol, Jeff Koons, Daniel Barenboim,
Jonas Kaufmann and designer Zaha Hadid have co-operated with BMW. In
2016 and 2017, womanlike artist Cao Fei from China and American John
Baldessari combined a subsequent dual vehicles for a BMW Art Car
Collection. Besides co-initiatives, such as BMW Tate Live, a BMW Art
Journey and a “Opera for All” concerts in Berlin, Munich and London,
a association also partners with heading museums and art fairs as well
as orchestras and show houses around a world. The BMW Group takes
extensive artistic leisure in all a informative activities for postulated –
as this is as essential for producing groundbreaking artistic work as
it is for vital innovations in a successful business. 

Further information:






The BMW Group

With a 4 brands BMW, MINI, Rolls-Royce and BMW Motorrad, a BMW
Group is a world’s heading reward manufacturer of automobiles and
motorcycles and also provides reward financial and mobility services.
As a tellurian company, a BMW Group operates 31 prolongation and assembly
comforts in 14 countries and has a tellurian sales network in some-more than
140 countries.

In 2016, a BMW Group sole approximately 2.367 million cars and
145,000 motorcycles worldwide. The distinction before taxation was approximately
€ 9.67 billion on revenues amounting to € 94.16 billion. As of 31
Dec 2016, a BMW Group had a workforce of 124,729 employees.

The success of a BMW Group has always been formed on long-term
meditative and obliged action. The association has therefore established
ecological and amicable sustainability via a value chain,
extensive product shortcoming and a transparent joining to
conserving resources as an constituent partial of a strategy.





Tags: ,

Comments are closed.