OWN THE MOMENT.

OWN THE MOMENT.

OWN THE MOMENT.

As BMW, we believe in one thing above all: in courage. A trait, that is deeply routed in our DNA, and shows in everything we do. Courage is independent and disruptive: It shatters and awakens. It is the audacity, to question everything – and never take “no“ for an answer. It’s the boldness, to always keep going and never stop reinventing ourselves. It is the reason the only direction we know is forward on our quest to reach new levels of excellence. And to drive the pioneers of our culture to challenge tomorrow. As a premium automotive partner, we create unique and inspiring moments along the way. Because that’s where a new kind of luxury is born.

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A NEW KIND OF LUXURY.

Find out, how we keep reinventing ourselves.

THE PURSUIT OF INSPIRATION.

THE PURSUIT OF INSPIRATION.

Progressive, creative, inspiring: these are the qualities that we – as the BMW brand – have been committed to for over a century. Independent and forward-thinking figures have motivated and inspired us – the creative elite, whose creations and ideas have brought us unique moments and unexpected perspectives. Pioneers of our time and voices of the future, who inspire progress in technology and design. Make the existing obsolete and turn their vision into the new reality.

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Rem Koolhaas in side profile

THE PHILOSOPHY OF ARCHITECTURE.

THE PHILOSOPHY OF ARCHITECTURE.

Remment “Rem” Koolhaas, born in Rotterdam in 1944, shapes his field like no other. With the terms he coined himself – like “Generic City” and “XL Architecture” – the world-famous architect promotes the idea that a city can no longer be planned – it just emerges. Because that is simply the culture of our time. In 2000, he won the Pritzker Architecture Prize for the philosophical views and thinking that form the creative core of his masterpieces. With the “Office for Metropolitan Architecture”, which he founded in 1975, he plans and implements unique projects in Europe, Asia and America. His most famous buildings include the Casa de Música in Porto, the CCTV headquarters in Beijing, and “De Rotterdam” – the largest building in the Netherlands – designed for his hometown.

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Rem Koolhaas: China Central Television Headquarters in side top view

NO STRUCTURE WITHOUT CHAOS.

One must discard old plans to make new ones come true. Early on, Rem Koolhaas learned to create his very own structures out of disorder. He also applies this special approach to architecture. The demolition of buildings is necessary in order to reinvent oneself and the identity of cities time and again. In addition to his work as an architect, he also publishes writings in which he reflects on the role of chaos in society and architecture. In 1995, for instance, he published the manifesto “S, M, L, XL.” Koolhaas argues that traditional architectural principles such as composition, scaling and proportion no longer apply in the design of large buildings. He demonstrated this impressively in the planning of the new Eurolille city centre in Lille, France.

THE PIONEER AMONG DESIGNERS.

THE PIONEER AMONG DESIGNERS.

The renowned graphic designer and art director Stefan Sagmeister is considered a creative pioneer. Born in 1962 in Bregenz, Austria, today he lives in New York where he runs the creative agency “Sagmeister & Walsh”. Since 1993, they have produced masterpieces in all shapes and forms – from small illustrations to impressive exhibitions and global campaigns. His most well-known works include the visual identities and characteristic cover designs for musicians like the Rolling Stones, the Talking Heads, Lou Reed or The Guggenheim Museum – for which he won two Grammys, among other prizes.  

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THE ART OF OVERCOMING YOUR FEARS.

If you never know fear, you’ll never have a vision – and never find the courage to develop. It’s thanks to this attitude that the legendary designer Stefan Sagmeister is a leader in his profession with his hard-hitting and inspiring works. He always surprises with unexpected works of arts and, for example, brings handwriting to life, or transforms people into canvases. He always tries to forge his own way, to create and provoke unseen perspectives, instead of accepting the status quo. With his extroverted, innovative and enthusiastic pieces, he creates new worlds, opening the door to his unique and courageous imagination.

THE BEAUTY OF MOVEMENT.

THE BEAUTY OF MOVEMENT.

A fascinating event and a unique moment. BMW moved visitors at Art Basel Miami with a performance to beat them all: the BMW Concept 8 Series with 300 illuminated, autonomous flying drones in perfect choreography. It was an homage to visionary technical perfection and the captivating aesthetics of movement.

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TWO VISIONARIES, ONE VISION

Lonneke Gordijn and Ralph Nauta are the artists behind Duo Studio Drift. They met at the Design Academy in Eindhoven, the Netherlands, and together they opened Studio Drift in Amsterdam in 2006. Their artistic work focuses on interactive exhibits composed of films, sculptures and other objects. They take great inspiration from nature, which they imitate in their work using state-of-the-art technologies. The approach makes each one of their projects both exciting and unique.
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THE MASTERPIECE

High Performance meets high art: At Art Basel Miami, Studio Drift presented its latest creation “Franchise Freedom” with a breathtaking performance that put the BMW Concept 8 Series at the centre of the action. A swarm of 300 illuminated autonomous flying drones took to the skies. The art exhibition was inspired by the flight patterns of starlings. After careful observation of the birds’ group flight patterns and movements, a special algorhythm was developed and embedded in the drones. The duo delivered an excellent reproduction of a natural phenomenon through a fascinating spectacle of light and movement.
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THE RETROSPECTIVE

After the drone performance, Studio Drift expressed their appreciation: “BMW believed in our idea and, as a company, they understand how complicated and complex these innovative processes are.” said Lonneke Gordijn.
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THE M8 GRAN COUPÉ CONCEPT.

THE M8 GRAN COUPÉ CONCEPT.

THE X7 CONCEPT IPERFORMANCE.

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THE X7 CONCEPT IPERFORMANCE.

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THE 8 CONCEPT.

THE 8 CONCEPT.

THE M760LI.

THE M760LI.