BMW OPEN WORK BY FRIEZE
The challenge was to find a link between Olivia Erlanger's installation and our creative approach to presenting the new BMW i8 roadster, which needed to live in the same space at this years Frieze art fair.
Olivia's work explores the idea of connection and how two seemingly disparate elements can impact one another, 'As humans begin a mutative synthesis with our machines, Body Electric considers the changing relationship that we have to the environment, as our embodied experience of the ‘natural’ becomes increasingly mediated and distorted by objects of our own design'. Similarly, the first-ever BMW i8 roadster introduces a unique and innovative connection between technology and nature, creation and experience, artist and audience, vehicle and driver.
Throughout the event this concept was apparent within every aspect of the design experience, and amplified within the VIP closed room i8 roadster reveal, where we used light and sound to map and enhance distinct elements of the vehicle, creating that connection with the viewer before finally presenting it.