Illuminating Culture From New York's Times Square to BMW's Four-Cylinder Building In Munich
MUNICH - 19 December 2017 | On the evening of December 18, the BMW Group headquarters, the world- famous four-cylinder, has been illuminated with a spectacular light installation projecting the logo of Spielmotor e.V., Germany’s oldest public-private partnership in the field of culture.
In 1979, BMW Group founded Spielmotor e.V. in partnership with the city of Munich. The collaboration aims to establish and further develop the city as a regional and international hub of culture. In 1988, the Spielmotor e.V. incorporated the Munich Biennale for New Music Theatre into its program, followed by the drama festival SPIELART in 1995 and the DANCE Festival for Contemporary Dance in 1998. For almost 50 years now, BMW has supported cultural initiatives worldwide, and with its long-term commitments, the company focuses on modern and contemporary art, classical music and jazz as well as on architecture and design.
Since its official opening on May 18 1973, the BMW Group headquarters tower, which was illuminated on Monday night, and its neighboring museum complex have become an indisputable icon of architectural history and a permanent feature both of Munich’s skyline and of the company’s corporate image. In the spring of 2013, 40 years after its completion, a committee of experts voted the building complex designed by architect Professor Karl Schwanzer one of the 15 most spectacular corporate head offices.
This month, the international cultural commitment of BMW Group was also celebrated outside the company’s home town – following its premiere at Art Basel in Miami Beach, “FRANCHISE FREEDOM”, the current collaboration with Dutch Studio Drift found its way from Florida to New York, where it was displayed on a billboard on Times Square in early December. Partnering with BMW, Studio Drift used 300 illuminated drones simulating a flock of birds to lighten up the night sky over Miami Beach creating a performative artwork at the interface of technology, science and art above the ocean. Throughout the week of Art Basel, the work continued to amaze thousands of visitors.
The light installation of Spielmotor e.V. was part of transforming the four-cylinder building into four upright batteries. With this shining symbol, the BMW Group celebrates this year’s delivery of a total of 100,000 electrified vehicles underlying its leadership role when it comes to electro-mobility.