News // 2 News by Verena Aichinger
Ethiopian-American artist and New York resident Julie Mehretu is the 20th artist to have designed a BMW Art Car – and she has transformed the BMW M Hybrid V8 race car into a performative high-speed work of art. And RECOM had the pleasure of going to work with creative retouch on no less than two projects with BMW’s brand-new Art Car #20 by Julie Mehretu. For one, captivating studio visuals of the BMW Art Car were created together with Tereza MUNDILOVA c/o SHOTVIEW featuring portraits of the artist. And the other was creative retouch for the BMW Art Car together with photographer Andreas Hempel and the CG vehicle on location.
As visual consultant, Ena Aichinger supported both productions: “Creating these exceptional PR images for global communication together with photographer Tereza Mundilová, who is super-talented and easy to work with, as well as client Christiane Pyka was both a fun experience and creative challenge. I really do love great teamwork for this kind of project, and it was definitely one where everyone worked together beautifully throughout the process.”
For the design of the 20th BMW Art Car, she transformed a two-dimensional image into a three-dimensional representation for the first time, with which she succeeded in bringing dynamism into form. Julie Mehretu used the color and form vocabulary of her monumental painting ‘Everywhen’ (2021 – 2023) as a starting point for her design. The work is currently on view at the artist’s major retrospective at Palazzo Grassi in Venice and will subsequently become part of the permanent collection of the Museum of Modern Art (MoMA) in New York, to which it has been gifted.
The Art Car celebrated its world premiere with an unveiling on 21 May 2024 at Centre Pompidou in Paris and will now compete in the upcoming 92nd 24 Hours of Le Mans endurance race next week.
This co-op between BMW and Julie Mehretu also includes a joint commitment to a series of PanAfrican Translocal Media Workshops for filmmakers, which will tour various African cities in 2025 and 2026, and will culminate in a major exhibition at the Zeitz Museum of Contemporary Art Africa (Zeitz MOCAA) in Cape Town.
06.06.2024
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Tech Magic – With the BMW Vision Neue Klasse X, the BMW Group grants a first glimpse at the future of sports activity vehicles based on the all-electric architecture of the Neue Klasse.
At the IAA 2023 last fall, the BMW Group presented a clear vision of the brand’s future sedans with the BMW Vision Neue Klasse. The latest version of which now gives us a peek at the BMW X models of the future.
Booked by THE GAME to realize the various launch campaigns and SoMe motifs was photography powerhouse BEN AND MARTIN, a.k.a BAM. Together with the creatives from THE GAME, Team BMW and production company Sterntag, it was off to Spain for the shoot. The result is a fresh, confidently stylish mix full of atmosphere – staging the innovative lifestyle flair and premium character of the Vision Neue Klasse X in emotive visuals.
BMW on the automobile of the future : “The experience in the interior of the BMW Vision Neue Klasse X is truly fascinating thanks to display surfaces, light, and sound paired with select materials and colors. Carefully coordinated and interlocking. Upon opening the door, passengers are welcomed by an interplay of light and sound emanating from the central display and encompassing the entire front interior thanks to ambient lighting. The backlighting of the knitted material in the cockpit creates a new and impressive effect. In the Vision Neue Klasse X, a fusion of real and digital worlds creates an entirely new mobility experience.”
The look & feel were created in collaboration with Digitales Leben & THEPOST.CLUB.
GoSee : bmw.com///bmw-vision-neue-klasse
04.06.2024
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