Ad Collaborating with inspiring creatives has been a driving force of BMW_UK’s ethos for half a century. These are the artists that are driving the brand’s view of the future.
Engaging with external creative forces has long been part of the wayhas shaped its view of the future. The company traces the roots of this relationship back to 1971, when it commissioned artist Gerhard Richter to create the three 3m x 6m paintings – “Red”, “Yellow” and “Blue” – that grace its Munich headquarters to this day.
, BMW Open Work was created in 2017 and its name inspired by philosopher, critic and commentator Umberto Eco’s. The manifesto-like book explores ideas around cultural dialogue and the engagement of an audience and inspired Open Work to take many of its themes, particularly those related to dialogue across preconceived boundaries, and run with them.
An aversion to shying away from challenging societal issues has allowed Open Work to stand out among the landscape of like-minded initiatives that can be subject to political restrictions and other commercial parameters.
Three of the instruments created by Nikita Gale and guitar builder Ian Malone, in collaboration with BMW, exhibited at Frieze London in October
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