BMW Designworks X Thomas Demand
© thomasdemand2019 (02/2023)
A TEASE FOR frieze
Teaser campaigns for cars are renowned to be tricky. How do you generate excitement about a car without revealing too much. It’s a quick peep, a wink and a nod to the bigger moment. So in 2019 BMW collaborated with artist Thomas Demand to create a teaser campaign for the reveal of the BMW Vision M NEXT .
Cut to 2023 on the eve of Frieze LA, BMW Designworks are celebrating 50 years of collaboration and a new space in Santa Monica. It’s the perfect place for bringing new life to Hollywood, a creative vortex for imagination and technology. Designworks brings artist Thomas Demand together with Adrian van Hooydonk for a conversation around their collaboration. A perfect way to kick off Frieze.
The spotlight is back on the photographs that Thomas took, so those invited could get up close and personal with the big reveal - The BMW VISION M NEXT.
ART MEETS CAR
Just as Demand created a taster for what comes next, consider this a precursor for what’s to come in our next issue. The full conversation between designer Adrian van Hooydonk and artist Thomas Demand promises to delight, alongside a deeper exploration of the materials and cutting edge technology from Designworks that are shaping our collective futures. We’re excited.