Culture is the Driving Force that Connects
FRANK SCHLOEDER, ACTING PRESIDENT, BMW INDIA ON WHY THE BRAND SUPPORTS ART
At BMW we believe that culture moves people. It is the driving force that connects and inspires. For more than 40 years now, BMW has initiated and engaged in over 100 cultural cooperations worldwide. The company places the main focus of its long-term commitment on modern and contemporary art, jazz and classical music as well as architecture and design.
We believe the voice of those involved in art and culture is one of the most important in our society. These voices challenge us with new perspectives. Through our long-term, sustainable support, we wish to continue enabling their voices to be heard. The partnerships we build strengthen intercultural dialogue and create platforms for multidisciplinary exchange. The goal is to build lasting, exclusive partnerships as well as sustainable, challenging and innovative projects.
In 1972, three large-scale paintings were created by the artist Gerhard Richter specifically for the foyer of the BMW Group headquarters in Munich. Since then, prominent artists from around the world have designed BMW automobiles to represent their times, all making different artistic statements. The 17 exhibits created for the Art Car Collection until now include works by well-known artists such as Alexander Calder, Frank Stella, Roy Lichtenstein, Andy Warhol, A.R. Penck, David Hockney, Jenny Holzer and Olafur Eliasson among others. BMW Art Cars reflect the cultural and historical development of art, design, and technology and attract interest from museums and galleries throughout the world. The company has also commissioned architects such as Karl Schwanzer, the late Zaha Hadid and Coop Himmelb(l)au to design corporate buildings and plants.
In 2007, we celebrated the first BMW Art Car exhibition in India featuring the works of art by Warhol and Lichtenstein, among the two most renowned American pop artists of the 20th century. Since then we have actively engaged in partnering with iconic projects such as the Jaipur Literature Festival, Kochi-Muziris Biennale and India Art Fair. BY CHUMKI BHARADWAJ Unless you live under a rock or hibernate during the winters, chances are, you would have heard about the two biggest events of the Indian art calendar, the Kochi-Muziris Biennale and the India Art Fair. Luxury car maker BMW is a collaborator on both projects. Acting president of BMW India, Frank Schloeder, explains why corporate patronage of the arts is a growing trend. Why has big business become so culture conscious? What made BMW collaborate with the Kochi-Muziris Biennale and the India Art Fair?
BMW is the presenting partner for the unique India Art Fair, which has become South Asia’s leading art fair for modern and contemporary art. The 2016 edition was even more special for us with an exclusive display of the tenth BMW Art Car by Cesar Manrique. The BMW César Manrique Art Car echoes the vibrancy of Mediterranean living and na-
Frank Schloeder, PreSident (act.), BMW GrouP india