Illuminating culture from New York’s Times Square to BMW’s four-cylinder building in Munich

Munich. On the evening of December 18, the BMW Group
headquarters, the world-famous four-cylinder, has been illuminated
with a spectacular light installation projecting the logo of
Spielmotor e.V., Germany’s oldest public-private partnership in the
field of culture.

 

In 1979, BMW Group founded Spielmotor e.V. in partnership with the
city of Munich. The collaboration aims to establish and further
develop the city as a regional and international hub of culture. In
1988, the Spielmotor e.V. incorporated the Munich Biennale for New
Music Theatre into its program, followed by the drama festival
SPIELART in 1995 and the DANCE Festival for Contemporary Dance in
1998. For almost 50 years now, BMW has supported cultural initiatives
worldwide, and with its long-term commitments, the company focusses on
modern and contemporary art, classical music and jazz as well as on
architecture and design.

 

Since its official opening on May 18 1973, the BMW Group headquarters
tower, which was illuminated on Monday night, and its neighbouring
museum complex have become an indisputable icon of architectural
history and a permanent feature both of Munich’s skyline and of the
company’s corporate image. In the spring of 2013, 40 years after its
completion, a committee of experts voted the building complex designed
by architect Professor Karl Schwanzer one of the 15 most spectacular
corporate head offices.

 

This month, the international cultural commitment of BMW Group was
also celebrated outside the company’s home town – following its
premiere at Art Basel in Miami Beach, “FRANCHISE FREEDOM”, the current
collaboration with Dutch Studio Drift found its way from Florida to
New York, where it was displayed on a billboard on Times Square in
early December. Partnering with BMW, Studio Drift used 300 illuminated
drones simulating a flock of birds to lighten up the night sky over
Miami Beach creating a performative artwork at the interface of
technology, science and art above the ocean. Throughout the week of
Art Basel, the work continued to amaze thousands of visitors.

 

The light installation of Spielmotor e.V. was part of transforming
the four-cylinder building into four upright batteries. With this
shining symbol, the BMW Group celebrates this year’s delivery of a
total of 100,000 electrified vehicles underlying its leadership role
when it comes to electro-mobility.

 

For further questions please contact:

Dr Thomas Girst

BMW Group Corporate and Governmental Affairs
Cultural
Engagement
Telephone: +49 89 382 247 53
Fax: +49 89 382 24418

  

Stefanie Jennes

BMW Group Corporate and Governmental Affairs

Cultural Engagement

Telephone: +49-89-382-30804

 

www.press.bmwgroup.com 

E-Mail: presse@bmw.de

 

 


About BMW Group’s Cultural Commitment

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 for granted –
as this is as essential for producing groundbreaking artistic work as
it is for major innovations in a successful business.

 

Further information: www.bmwgroup.com/cultureand
www.bmwgroup.com/culture/overview

 

Facebook: https://www.facebook.com/BMW-Group-Culture-925330854231870/

Instagram: https://www.instagram.com/bmwgroupculture/

@BMWGroupCulture

#BMWGroupCulture

 

 

The BMW Group

With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW
Group is the world’s leading premium manufacturer of automobiles and
motorcycles and also provides premium financial and mobility services.
As a global company, the BMW Group operates 31 production and assembly
facilities in 14 countries and has a global sales network in more than
140 countries.

 

In 2016, the BMW Group sold approximately 2.367 million cars and
145,000 motorcycles worldwide. The profit before tax was approximately
€ 9.67 billion on revenues amounting to € 94.16 billion. As of 31
December 2016, the BMW Group had a workforce of 124,729 employees.

 

The success of the BMW Group has always been based on long-term
thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
conserving resources as an integral part of its strategy.

 

www.bmwgroup.com

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