BMW announces a partnership with Acute Art, an app dedicated to art that can be downloaded from Google Paly or the App Store, and for the occasion has transfromed its Art Cars collection into a digital format. The BMW Art Cars will be displayed in augmented reality through Acute Art and will thus be available to everyone around the world. The first batch of ten models is already available, while the next nine vehicles will debut every two weeks.
Using Acute Art’s technology, digitally reproduced Art Cars can be staged virtually anywhere a user desires for an immersive augmented reality experience. To achieve an exact digital reproduction, the real Art Cars were carefully scanned from all angles using a photogrammetry methodology, thus capturing every detail of the artists’ expression on their surface. The first cars that can be viewed via the app are: Alexander Calder (BMW 3.0 CSL, 1975), Michael Jagamara Nelson (BMW M3, 1989), Ken Done (BMW M3, 1989), Matazo Kayama (BMW 535i , 1990), Esther Mahlangu (BMW 525i, 1991), Jeff Koons (BMW M3 GT2, 2010) and John Baldessari (BMW M6 GTLM, 2016).
Started by French racing driver and art enthusiast Hervé Poulain and conceived in collaboration with BMW Motorsport founder Jochen Neerpasch, the first BMW Art Car was commissioned when both asked Alexander Calder to design Poulain’s 1975 BMW 3.0 CSL race car, which would compete at Le Mans. Since then, 18 other world-renowned artists have continued to express their artistic vision using some of BMW’s most iconic models as their canvas.
