BMW Limited Edition Book Lets Fans Read While Driving

German automaker BMW Group is celebrating its 40 years of global cultural engagement efforts with the launch of a limited-edition branded book called “Culture.” The book, a joint project between the automaker and graphic designer Stefan Sagmeister, consists of photos that present the history of BMW’s corporate cultural and sponsorship efforts. The back of the book also doubles as a small remote-control car motor that lets readers “drive” the book. Thomas Girst, Corporate and Intergovernmental Affairs and Head of Cultural Engagement at BMW Group, explained the concept:

We wanted to come up with something that people would not throw away but that they would hold onto, cherish, feel happy about and not part with. Our goal was to create something that was priceless and I think we have achieved it.

The images in the book include photos of the BMW Art Cars collection in various museums around the world, the BMW-sponsored male choir group in Munich and other programs that BMW helps fund such as the young Asian artisans group in Singapore. BMW will only be producing and distributing 1,488 copies of Culture, with every copy numbered, emphasizing its rarity and exclusivity.

Watch the promotional video for the book below:

BMW Group