Riding in a modern car doesn’t only mean convenience, but also implies unique artistic experiences as the vehicles of today are real masterpieces, both inside and outside. BMW, which supports art with numerous initiatives and partnerships as well as creates its own models with a creative touch, is participating in a new project, Frieze Sounds, developed as part of its partnership with Frieze Art Fair New York. BMW has been providing the Frieze Art Fair VIP shuttle service with its cars since 2004.

Photo: Frieze New York 2012, a snapshot from the www.friezenewyork.com website

The inaugural Frieze Sounds edition is made up of thee audio works created by artists Martin Creed, Rick Moody and Frances Stark, who were commissioned for the project, curated by Cecilia Alemani. The pieces will be heard in the BMW 7 Series VIP cars that will be part of Frieze Art Fair VIP shuttle service. Those, who will not go to visit Frieze New York, which is slated for May 4–7 and is to host 180 of the world’s leading galleries, will be able to download the music works at friezenewyork.com starting May 4.

“We are excited to launch Frieze Sounds for the first edition of the Frieze Art Fair in New York. Martin Creed, Rick Moody and Frances Stark have composed songs, short stories and lullabies which will make the journey to Randall’s Island even more enchanting,” commented Cecilia Alemani.

“We wanted to enhance our global partnership with Frieze by providing a unique sound experience to art enthusiasts with Frieze Sounds in our BMW 7 Series shuttle service. BMW is pleased to lend our support to Frieze New York and to continue our long-standing commitment to contemporary art and Frieze Art Fair,” continued Ludwig Willisch, President and CEO, BMW of North America, LLC.