• Categories: Art & Culture
  • Client: BMW

Issa PR will launch an exclusive new project by luxury automotive brand BMW, showcasing a tour of world leading private art collections throughout Europe in 2018.

For almost 50 years now, the BMW Group has initiated and engaged in over 100 cultural cooperations worldwide. The company places the main focus of its long-term commitment on contemporary and modern art, classical music and jazz as well as architecture and design. In 1972, three large-scale paintings were created by the artist Gerhard Richter specifically for the foyer of the BMW Group's Munich headquarters. Since then, artists such as Andy Warhol, Jeff Koons, Daniel Barenboim, Jonas Kaufmann and architect Zaha Hadid have co-operated with BMW. In 2016 and 2017, female artist Cao Fei from China and American John Baldessari created the next two vehicles for the BMW Art Car Collection. Besides co-initiatives, such as BMW Tate Live, the BMW Art Journey and the “Opera for All” concerts in Berlin, Munich and London, the company also partners with leading museums and art fairs as well as orchestras and opera houses around the world. The BMW Group takes absolute creative freedom in all its cultural activities – as this initiative is as essential for producing groundbreaking artistic work as it is for major innovations in a successful business.

The BMW Art Guide Social Experience will send two leading influencers to the world’s most iconic art locations, including London, and Turin, Italy, to explore inspiring private collections from the BMW Art Guide. The participants will travel the city streets in BMW's i3 and i8 model. A short film will document the intimate experience capturing influencer reactions in each city while visiting some key landmarks, which will be led by a local owner/collector. Through small and digestible doses of information, they will allow the influencer and audience to explore their own opinion of the collections by notable Art Basel patrons, with the aim to stimulate organic conversations on and offline. The campaign will launch in Q2 2018.

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