BMW Art Car Collection Goes Digital | BMW Near, TX
For the first time since its conception, the BMW Art Car collection will be available to all who want to see it, no matter where they are located. The collection, typically a physical experience, will now be digitally accessible thanks to a partnership between BMW and Acute Art, which is bringing augmented reality (AR) to the experience.
The first 10 Art Cars from the collection launched digitally in the Acute Art app in late July; every two weeks for 18 weeks, one more Art Car will be unveiled until the full collection of 19 BMW Art Cars are available to be viewed via AR.
About BMW Art Cars
BMW Art Cars date back to 1975. At that time, Hervé Poulain, a French racecar driver and art aficionado, collaborated with Jochen Neerpasch, who founded BMW Motorsport. Together, they worked with Alexander Calder to design a BMW 3.0-liter CSL racecar for Poulain.
In the time since, 18 more artists have put their own artistic touches on legendary BMW models. Altogether, these 19 vehicles make up the current BMW Art Car collection.
Pieter Nota, member of the Board of Management of BMW AG responsible for Customer, Brands and Sales remarked, “the BMW Art Cars are an essential part of the DNA” of the brand’s cultural engagement over the last 50 years.
“Finally, they are entering the digital realm and can be accessible everywhere and for everyone. I am excited about the collaboration with Acute Art as we both strive for innovation and cutting-edge technology,” he added.
Immediately available via Acute Art were the BMW models designed by these artists:
- Alexander Calder, who designed the BMW 3.0 CSL in 1975.
- Michael Jagamara Nelson, who designed the BMW M3 in 1989.
- Ken Done, who also designed the BMW M3, also in 1989.
- Matazo Kayama, who designed the BMW 535i in 1990.
- Esther Mahlangu, who designed the BMW 525i in 1991.
- Jeff Koons, who designed the BMW M3 GT2 in 2010.
- John Baldessari, who designed the BMW M6 GTLM in 2016.
You can download the Acute Art app to view the BMW Art Car collection on the App Store and on Google Play.
Visit BMW of Pharr to get a closer look at the current BMW lineup.
