BMW Experience Art Dubai

The Challenge

BMW’s ongoing sponsorship for the Art Dubai fair saw them welcome a ‘BMW art car’ in the Middle East for the first time. So they asked us to curate an exclusive showcase as part of the experience, built around the narrative of the ‘Art Cars Legacy’. The focus was to be on the eighth art car, created by Ken Done, an iconic 1989 M3 Group A.

Our Approach

The inspiration for the experience came from the exuberant design of the art car itself.

The 1989 model offers a vibrant canvas where the artist depicted a typically tropical Australian landscape. Ken Done was inspired by the exotic colours of parrots and parrot fish which, in his view, had two characteristics in common with the BMW M3 – beauty and speed.

Our goal was to create one seamless, minimalistic experience, that celebrates the art car and its legacy, and contributes to the brand’s online and offline conversation. So we designed a space that embodied a digital and physical history of the BMW art car.

The experience zone welcomed more than 20,000 visitors over five days, with curated moments planned for BMW guests, clients and media.

Meanwhile, online, an Instagram contest engaged audiences in the visual spectacle, and left an online footprint.

The experience zone welcomed more than 20,000 Visitors over 5 days, with curated moments planned for BMW guests, clients and media.

An exclusive press preview was held for over 50 automotive and luxury media publications including a keynote talk of the head of BMW culture Dr. Thomas Girst.

An online visitors contest was curated on the BMW Middle East Instagram channel to engage audiences and track online footprint.

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