Director: Duncan Winecoff
DOP: Ryan Marie Helfant
Artist: JEFF KOONS
Advertising Agency: Jung von Matt
Creative Director: Holly Attrill
Producer: Pascal Bohlen
Editing: Matt Schaff
Post Production: Hochkant Film
Music: James William Blades
No less a figure than Jeff Koons has turned a BMW M850i xDrive Gran Coupé into a work of art. But in contrast to the world-famous BMW Art Cars, the rolling sculpture ‘THE 8 X JEFF KOONS’, isn’t just on display in museums, it is also seen on the streets as a special edition limited to 99 vehicles.
HOCHKANT FILM produced the film ‘BMW The 8 x JEFF KOONS’ in New York’s Pace Gallery with Director Duncan Winecoff and DOP Ryan Marie Helfant for BMW and Jung von Matt (Creative Director: Holly Attrill, Producer: Pascal Bohlen, Editing: Matt Schaff, Post Production: Hochkant Film, Music: James William Blades).
The car’s design combines eleven different exterior colors ranging from blue to silver as well as from yellow to black. The blue reminds him of the vastness of space, Koons explains. It incorporates elements of pop art as well as geometric patterns that blend perfectly with the lines and contours of the BMW 8 Series Gran Coupé. The exploding lines of color at the rear are reminiscent of Koons’ BMW Art Car from 2010. According to Koons, the words ‘POP!’ painted on both sides and the swirls of wind symbolize the power and speed of THE 8 X JEFF KOONS.
Koons himself says that his edition is eye-catching, but at the same time minimalist and conceptual. “I can’t wait to drive and ride in my 8 Series Gran Coupé, and I hope that people will enjoy it just as much as I do,” says the artist, expressing his vision. “What matters is how we relate to each other and our awareness of everything we are surrounded by. For the driver and all passengers, there is a heightened state of pleasure. This is what my car has to offer.”
The exterior paint job alone took more than 200 hours of manual labor, during which color patterns were often applied using magnifying glasses. “Dozens of engineers and designers have given their all to celebrate our partnership and make his vision come true,” says BMW Chairman of the Board Oliver Zipse. The artist himself spent many days on site at the Dingolfing plant over a period of several months to discuss design options with the BMW employees involved.
THE 8 X JEFF KOONS was presented in spring at Manhattan’s Rockefeller Plaza, before one vehicle from the edition, signed on the tailgate by Jeff Koons, was auctioned off at Christie’s in New York on 4 April. All proceeds from the highest bid went to the International Centre for Missing & Exploited Children (ICMEC). THE 8 X JEFF KOONS has since been presented at numerous art fairs and events all over the world, including the 16th Istanbul Contemporary, Paris Photo, the Goodwood Festival of Speed, Art Dubai, West Bund Art & Design Fair Shanghai, and Art Basel Hong Kong.