Los Angeles. BMW M is immersing itself in the young
and diverse Los Angeles art scene, having started a new collaboration
with Joshua Vides and the BMW X4 M Competition (combined fuel
consumption: 10.8 – 10.7 l/100 km according to WLTP; combined
CO2emissions: 247 – 238 g/km according to WLTP). This collaboration
with the internationally renowned artist from the USA, whose works
play with the perception of objects as a sketch and blur the
boundaries between drawing and reality, has produced a hand-painted
BMW X4 M Competition, its dynamism emphasised thanks to Joshua Vides’
unmistakable style and application of black lines on a white
background. The son of Guatemalan immigrants has been a great fan of
the BMW brand since childhood. For him, this collaboration represents
the fulfilment of a long-cherished dream.
The global premiere of the BMW X4 M Competition x Joshua Vides took
place at the exclusive showroom [SPACE] by BMW in The Grove in Los
Angeles. This also hosted a merchandising collection dedicated to BMW
and BMW M designed by Joshua Vides. He is selling a limited edition of
the collection through his own channels this year. Pro-skateboarder
Ishod Wair, who is also a great BMW M enthusiast, posed for the
catalogue with the car. This collection also includes items of
clothing such as t-shirts and hoodies, as well as everyday items like
thermos cups, and even interior decoration products like carpets – all
featuring logos in the style of Joshua Vides. On the evening before
the official premiere, the artist had celebrated an exclusive sneak
preview of the BMW X4 M Competition x Joshua Vides at [SPACE] by BMW
with family and friends. The unique car was presented there to
selected guests on 7th October as part of a preview with works by
Joshua Vides. The vehicle will be available for viewing by the general
public from 8th October, before it is transferred to the BMW M GmbH
vehicle fleet in November.
“As the BMW brand continues to develop, we are always open to
cultural developments as well,” said Jens Thiemer, Senior Vice
President Customer and Brand BMW: “With his ideas and his vision,
Joshua Vides is one of the outstanding figures and opinion leaders in
the world of art, lifestyle and culture. The collaboration with JV
will see BMW benefit from his influence and his pictures by reaching
and captivating new target groups.” Markus Flasch, CEO BMW M GmbH,
emphasised that this is “the very first time that a High Performance
Sports Activity Vehicle from BMW M acts as the focal point for one of
our exclusive collaboratons.” Josh has understood how to use his
artistic talents to provide the perfect setting for the design and the
lines of this vehicle. “His incomparable style addresses young
consumers all around the world and strengthens the BMW M brand
consciousness in the expressive luxury segment,” said Markus Flasch.
Joshua Vides: “I am extremely happy to have been able to work with
BMW and BMW M in this project. Ever since I was about seven or eight
years old, I have wanted to own a BMW. It was just unbelievable to be
able to apply my own ideas to the design of a BMW X4 M Competition.”
His aim for the project: “I wanted the car to look as great as
possible on the stand. This is the first time I have worked with speed
lines like the ones you see giving the impression of fast movement in
cartoons or films. “I am very pleased with the result.“
Joshua Vides has been a true BMW enthusiast since childhood. He grew
up in a deprived suburb of Los Angeles, where he seldom caught a
glimpse of a BMW or BMW M vehicles. In fact, it was so rare that
seeing a BMW drive past was enough to make him stop and think. His
fascination with the brand continued to grow, as did his desire to buy
his own BMW one day. After an extremely varied career path saw Joshua
Vides working as barista, fireman, glazier, delivery driver, then as a
graphic designer for a range of streetwear labels – he found his
vocation as an artist. He made his breakthrough by producing artistic
decoration for a world-famous sports shoe, which then led to
collaboratons with globally renowned companies and to his own collections.
In 2021, Joshua Vides opened his Matte Black Coffee cafe in Los
Angeles, designed entirely in his black-and-white style. Visitors to
the cafe will be able to admire his installation dedicated to BMW for
some weeks – this consists of spinning steering wheels and other works
of art.
Joshua Vides has now fulfilled his childhood dream of owning a BMW –
not once, but twice. In addition to an alpine white BMW M3 E46, which
he purchased in 2004, he also owns a diamond black 1989 BMW M3 E30.
His love for BMW is now etched on his skin; while making his first
trip to Munich in September, he visited BMW Welt to admire the
treasures from the BMW Classic area and was so impressed that he
decided to get a tattoo of the BMW logo on his forearm.