BMW is partner of Art Basel in Basel. BMW Group Cultural Engagement celebrates its 50th birthday with virtual BMW Art Car Collection.

Munich/Basel. From September 24 to 26, 2021, 272
leading galleries from 33 countries and territories will present a
wide range of artistic oeuvres for the first time since the pandemic
during Art Basel in Basel. As longstanding global partner of the shows
in Basel, Miami Beach and Hong Kong, BMW will once again offer its VIP
shuttle and celebrates 50 years of BMW Group Cultural Engagement with
an interactive exhibition.

Marc Spiegler, Global Director Art Basel, congratulated and stated:
“Congratulations to BMW Art and Culture from Messeplatz where we
started Art Basel in 1970. We are looking forward to collaborating
with BMW, especially on our joint initiative the BMW Art Journey,
which was created to enable emerging artists to undertake a creative
journey to destinations of their choice, as we are both entering the
sixth decade in promoting the visual arts.”

On the occasion of its anniversary, BMW joined forces with Acute Art
in 2021 to initiate a unique exhibition: For the first time ever, the
renowned BMW Art Car Collection is shown in augmented reality (AR).
The project will make the Art Cars digitally visible anywhere in the
world. Through the app, which is free of charge, the vehicles can be
viewed, placed, and shared on social media either individually or as a
group. To this end, the real Art Cars were carefully scanned from all
angles using a photogrammetry methodology, capturing every detail of
the artists’ intervention on the car’s surface. Finally, the cars were
assembled digitally to create an accurate representation of the Art
Cars in AR. All Art Cars will be available on the App to coincide with
Art Basel in Basel.

On September 22 and 23, 2021, BMW Group is guest at Kunstmuseum Basel
showing the digital BMW Art Car Collection. The BMW Art Car by
Alexander Calder, 3.0 CSL, 1975, will be on display and a specially
created augmented reality area will invite guests to experience the
“rolling sculptures” on-site.

To visit the exhibition please note that prior registration and
booking of a time slot is mandatory. Please register here.

To fully discover and experience the interactive BMW Art Cars, the
Acute Art app is available free of charge on the App
Store
and Google Play.

1. Scan the QR code (in the PDF attached) using your smartphone and
download the Acute Art
App
via the App Store or Google Play.
2. Open the Acute Art
app and select “BMW Art Cars”, select a car and then the “place”
button.
3. Point your phone towards the floor and tap to place
the work. Drag your finger across the screen to rotate and scale it.

The Acute Art app uses cutting-edge technology that works best on
high-end phones with the latest software. The devices supported are
iPhone X or above, and Samsung Galaxy S8 or equivalent. The app
requires a phone with a minimum of 4GB of memory and Apple iOS 11 or
Android 8.0 Oreo (API 24) operating system. For more information,
please visit acuteart.com.

Since more than 50 years after its first edition, Art Basel has
become one of the artworld’s leading events, attracting gallerists,
artists, curators, journalists, and art lovers from all over the globe
edition after edition. BMW Group is delighted to take part in this
success story as a long-term partner. The BMW Group laid the
foundation of its cultural commitment in 1971. At that time the
artists Gerhard Richter was commissioned to create three large-scale
paintings for the entrance hall of the new Munich corporate
headquarters. Since then, a hundred long-term cultural initiatives of
the BMW Group in the fields of modern and contemporary art, classical
music, jazz and sound as well as in architecture and design have been
well established throughout the decades. BMW Group was receiving
manifold congratulatory
messages
to celebrate 50 years of BMW Group’s cultural engagement.

 

For further questions please contact:
Prof. Dr
Thomas Girst
BMW Group Corporate and Governmental Affairs

Head of Cultural Engagement
Telephone:
+49-89-382-24753
Email: Thomas.Girst@bmwgroup.com 

www.press.bmwgroup.com
Email:
presse@bmw.de

Sarah Degen
Art Basel
Senior Media Relations
Manager
Telephone: +41-58-206-2774
Email: press@artbasel.com

Irene Due
Acute Art
Head of Communications
Telefon:
+44 203 751 0563
E-Mail: irene@acuteart.com