BMW's Legacy of Putting Art on Wheels
Keeping the tradition of the 'Art Car' alive since 1975, BMW celebrates the 40th anniversary of a landmark cultural initiative
Before brands were defined as platforms for creative ideas, BMW had embarked on creating “art cars,” a great example of how a brand “leaned in” to embrace a marketable aspect of a counter-cultural movement.
Since 1975, BMW has been working with a slew of iconic artists to customize their cars and bring an expressive power to their surfaces. Harnessing powerhouse artists such as Warhol, Jeff Koons, Frank Stella, Alexander Calder, and Roy Rauschenberg, BMW seems to have paved the way for brand-artist relationships early on. Today, they regularly work with art institutions like Art Basel and Guggenheim.