- New-style collaboration with progressive artists creates special
experiences for those present and inspiration for the forthcoming
luxury-segment model offensive. - Launched at the Art Basel in Miami Beach 2017
- Concept car by BMW and performative artwork by Studio Drift join
forces to bring the beauty and fascination of movement to life.
Munich / Miami Beach. Out of creativity and
technological expertise are born innovative masterpieces – in art and
automotive design alike. BMW is teaming up with Studio Drift at the
Art Basel fair in Miami Beach to present impressive examples of this
formula, courtesy of the FRANCHISE FREEDOM flying sculpture and the
BMW Concept 8 Series. The brainchild of the Amsterdam based artistic
duo Studio Drift, FRANCHISE FREEDOM will see 300 illuminated drones
controlled by decentralised algorithms celebrating the beauty and
fascination of movement. Likewise on display in Miami, BMW’s concept
car offers a look ahead to the new 8 Series Coupe due to hit the roads
in 2018. With its further developed design language and standout
sporting ability, the new car will redefine the brand’s time-honoured
commitment to driving pleasure for the luxury segment.
Art Basel in Miami Beach 2017 is hosting the premiere of “FRANCHISE
FREEDOM – a flying sculpture by Studio Drift in partnership with BMW”.
For almost 50 years now, BMW has unearthed and supported talented
performers in the worlds of art and culture. The company has helped to
turn artistic visions into reality, with the uninhibited artistic
freedom of the creative minds and institutions supported by the
company taking centre stage at all times. When Studio Drift approached
BMW with its ambitious project, the company – an Art Basel partner of
many years – wasn’t about to let the opportunity pass. Over the
ensuing six months BMW forged a lively and fruitful relationship with
Studio Drift, just as it has with artists such as Jeff Koons, Olafur
Eliasson and Cao Fei over the years.
BMW’s collaboration with progressive artists goes hand in hand with
its forthcoming model offensive in the luxury segment. Like the car
maker’s super-luxurious models, the artists create unique and
inspiring experiences with their work and performances. BMW is
therefore engendering new and exclusive worlds of experience for these
flagship models, as well as a new brand identity which combines the
name of the company (Bayerische Motoren Werke) written out and the BMW
roundel in black and white. This is one element of the company’s
NUMBER ONE NEXT strategy and it sees the BMW Group pushing ahead
with the development of ACES (Autonomous, Connected, Electrified,
Services) technology.
The exclusive premiere of FRANCHISE FREEDOM will take place on the
Faena Hotel beach at 9 pm on Wednesday, December 6. Weather
permitting, further public performances will follow over the course of
the week after. Times will be announced by Studio Drift on Instagram
@studio.drift and by BMW on Instagram and Facebook @bmwgroupculture.
The drones will also be visible from a considerable distance away.
Over the course of ten years and more, Studio Drift’s work has
repeatedly illuminated the relationship between people, nature and
technology. The duo’s projects constantly expand the possibilities
created by technology, in order to generate new aesthetic experiences
from the advances made. This approach to creativity spurred BMW into
signing up for the FRANCHISE FREEDOM project.
“We believe you should never stop learning, and so we’re delighted to
be involved in these collaborations, to learn from artists with whom
we share a mindset of always challenging and reinventing the status
quo,” says Hildegard Wortmann, Senior Vice President Brand BMW. “By
harnessing creativity and innovative technology we are creating works
which capture the imagination. This is an approach we have also
adopted in the development of our luxury cars.” The degree to which
the basic philosophies of Studio Drift and BMW converge can be seen in
a film clip produced during preparations for the premiere.
BMW has been active in international cultural initiatives for almost
five decades now, fuelled by enthusiasm and respect for the role of
innovation in the creative sphere. Its involvement stretches from
modern and contemporary art via classical music and jazz to
architecture and design. As long ago as 1972, the artist Gerhard
Richter produced large-format paintings for the lobby of BMW
headquarters in Munich. And the BMW Art Car Collection, which since
1975 has featured contributions from renowned artists such as Andy
Warhol, Roy Lichtenstein and Jeff Koons, is building on its tradition
with works by Chinese artist Cao Fei and the American John Baldessari.
BMW supports museums, art fairs, orchestras and opera houses around
the world, in the process bringing innovative formats like BMW Tate
Live and Opera for All to life.