BMW EXPERIENCE | ART DUBAI

The Challenge

Curating an exclusive showcase as part of BMW’s ongoing sponsorship for the Art Dubai fair in order to welcome an artistic car in the Middle East region for the very first time. The experience had to be built around the narrative of the ‘Art Cars Legacy’ with a focus on the eighth art car created by Ken Done, 1989 M3 Group A.

Our Approach

The inspiration for the experience came from artistic representation on the art car itself. The 1989 model offers a vibrant canvas where the artist has 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 BMW brand’s online and offline conversation.

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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