Thursday 23rd September 2021

BMW Art Cars are going digital and are coming into the living room!

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BMW Art Cars digital Acute Art Augmented Reality 1 BMW Art Cars are going digital and are coming into the living room!

To mark the 50th anniversary of its cultural commitment, BMW has teamed up with Acute Art for a very special exhibition. The renowned BMW Art Car Collection will be presented in augmented reality (AR) for the first time. With the launch on July 21st, the rolling sculptures will be digitally accessible worldwide for everyone and at any time via the free Acute Art app.

Augmented Reality

On the initiative of the French racing driver and art lover Hervé Poulain and in close collaboration with the then BMW Motorsport Director Jochen Neerpasch, the artist Alexander Calder was asked in 1975 to design Poulain's BMW racing car. Since then, a total of 19 artists from all over the world have designed BMW automobiles of their time. They showed different artistic statements and reflected cultural and historical developments in art, design and technology. For the 50th anniversary of the BMW Group's cultural commitment, the Art Cars are finding their way into the digital world and can be seen virtually in a comprehensive 360 ​​° exhibition: whether indoors, under the open sky or in completely unexpected locations.

The first BMW Art Cars will be accessible via the app from July 21: Alexander Calder (BMW 3.0 CSL, 1975), Michael Jagamara Nelson (BMW M3, 1989), Ken Done (BMW M3, 1989), Matazo Kayama (BMW 535i , 1990), Esther Mahlangu (BMW 525i, 1991), Jeff Koons (BMW M3 GT2, 2010) and John Baldessari (BMW M6 GTLM, 2016). Further BMW Art Cars will then be integrated into the Acute Art App every two weeks. In time for Art Basel in Basel, all Art Cars will be gathered in the app.

BMW Art Cars digital Acute Art Augmented Reality 23 BMW Art Cars are going digital and are coming into the living room!

To experience the BMW Art Cars virtually and interactively, the Acute Art App can be downloaded for free in App Store and over Google Play be downloaded.

  1. To do this, scan the QR code (attached PDF) with your smartphone and download the Acute Art App in the App Store or via Google Play.
  2. Open the app and select “BMW Art Cars” and one of the vehicles. Press “place”.
  3. Point your smartphone at the floor and tap the screen for placement. Rotate or adjust the size with your fingers.

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

The BMW Group supports cultural institutions and artists around the world. Based on mutual appreciation and curiosity, BMW connects people all over the world through its cultural commitment - both in analogue and in digital space. It was on this basis that the partnership with Acute Art arose: to push the physical limits of art and to experience it in another dimension.

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“The BMW Art Cars are an essential part of BMW’s 50 years of cultural commitment. They are finally entering the digital world and are accessible everywhere and for everyone. I am thrilled to work with Acute Art as we both strive for innovation and cutting edge technology. I can't wait to place the Art Cars in my living room and get behind the wheel of these extraordinary masterpieces! ” Pieter Nota, Member of the Board of Management of BMW AG, responsible for customers, brands and sales.

Acute Art maintains close working relationships with leading artists worldwide in a unique way and offers them access to the very latest technologies. The highly qualified production teams at Acute Art enable artists to realize creative visions through digital media - such as virtual, augmented and mixed reality. The app, which embodies cutting-edge developments in the fields of art, technology and commerce, also offers a completely new way of seeing, experiencing and collecting art.

"We are very pleased to be partnering with BMW, a company that has demonstrated outstanding commitment to technological innovation and art over many decades," says Jacob De Geer, CEO of Acute Art. “Acute Art was founded with the idea of ​​democratizing art and bringing it to places that seemed inaccessible. In these difficult times we have to look for new solutions. The collaboration with the BMW Group will further promote the exchange between technology, design and art. With the most innovative minds in the respective disciplines, we will explore new fields of the future together. "

Thanks to the Acute Art and BMW project, the Art Cars can be experienced from all over the world. The app can be used to place them individually or as a group. For this purpose, the real art cars were scanned from numerous angles using the photogrammetry method and every detail of the artistic work and the car surface were recorded. The vehicles were then digitally put together to create a realistic AR version of themselves.

During this year's Art Basel in Basel, the BMW Group will celebrate the 50th anniversary of its cultural commitment with this interactive exhibition of BMW Art Cars in the Acute Art App. On September 21, in addition to the presentation of the BMW Art Car by Alexander Calder, guests will be invited to experience the BMW Art Cars in a specially created augmented reality area.

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