Yesterday BMW launched its Art Car Collection online. For the first time, a virtual overview of the origin, history and development of the collection is available on the Internet.
Photo:www.daylife.com
In addition to extensive photographic material, a film depicting all the 17 ‘works of art on wheels’ was shot. Each of the car was designed by an internationally well-known artist such as Jeff Coons, Roy Lichtenstein, Andy Warhol, A.R. Penck, David Hockney to name a few.
Historic racing footage and artists’ statements as well as renowned representatives from art and culture are presented for free public access. The event coincides with with the 40th anniversary of the BMW Group’s international cultural commitment.
The initial idea of the collection came from the French auctioneer and passionate racing car driver Hervé Poulain, says BMW official blog. On his initiative, the American Alexander Calder designed his BMW racing car— the BMW 3.0. CSL—at the beginning of the 1970s. The first vehicle took part in the 24-hour race of Le Mans.
“After four decades and a total of 17 BMW Art Cars, they can now all be admired by everyone. The interactive website pays homage to the collection, unique in the history of the automobile and the arts. Whilst the originals are often exhibited individually at the BMW Museum in Munich or at significant cultural institutions throughout the world, people are now able to discover for the BMW Art Cars in their entirety. A comprehensive online tour is now available anywhere and anytime,” says Bill McAndrews, head of BMW Group Corporate Strategy and Communications.
Since 1975 acknowledged artists from all the globe have made their contribution to the series with the creation of contemporary vehicles. In 2010, BMW celebrated the 35th anniversary of the Art Car series. The internationally acclaimed artist Jeff Koons created the 17th vehicle of the collectionfor this occasion.
All BMW Art Cars will be showcased until 25 September within the first comprehensive overall exhibition at the BMW Museum in Munich.The exhibition covers the entire history of both art and automobiles from Pop Art of the 70’s to the ‘idea of the continents’, right down to new 21st century concepts.
Another BMW initiative includes a creative video about how its vehicles being made. ‘check my machine’ is a film project which has been created in a close collaboration between the BMW Group’s Electronic Media Department and creative Munich artists Jonas Imbery (Gomma Records) and Mirko Borsche (Bureau mirko borsche).