Cul­ture is the Driv­ing Force that Con­nects

FRANK SCHLOEDER, ACT­ING PRES­I­DENT, BMW IN­DIA ON WHY THE BRAND SUP­PORTS ART

India Today - - ART INTERVIEW - 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

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.