Style Edit: BMW’s electric i7 appeared at Art Basel Hong Kong in collaboration with artist Alex Israel – the carmaker’s latest creative tie-up following work with Jeff Koons and Roy Lichtenstein
- Raymond Tan, managing director of BMW Group Importer Region, Hong Kong, Macau and Taiwan, spoke about the carmaker’s 50-year heritage of collaborations with artists
- Remembr is the latest version of an AI-based video installation that Israel also used to spotlight the BMW i5, exhibited at Art Basel Miami Beach 2023
It might initially seem surprising to see a car in the middle of an exhibition space dedicated to art. It all makes sense though once you understand BMW’s long connection to the art world, through presenting its cars as canvases for the works of some of the world’s most famous artists, including Jeff Koons and Roy Lichtenstein.
Raymond Tan, managing director of BMW Group Importer Region, Hong Kong, Macau and Taiwan, confirmed this passion for the arts. “For more than 50 years, BMW has collaborated with some of the most creative and inspiring artists in the world – while promoting the creative spirit that drives our brand forward.”
“We’re thrilled to collaborate with Alex Israel on this project and to celebrate the Asia premiere together with the all-electric in March,” said Tan.
Shown for the first time in Asia, Remembr is an AI-based video installation designed as an immersive journey through time and memory. Embracing technology and the possibilities that come with AI, the work nods to the all-electric BMW i7 and its innovative in-car experience.
Israel, a Los Angeles-based, multidisciplinary artist, works across a range of mediums, including painting, sculpture and, of course, mixed-media installations. His work centres on conversations between popular culture, art and technology and is often described as vibrant and multidimensional.
