For all to enjoy.
Cars continue to play a massive role in pop culture, and art cars are still loved by many. We've seen all types of brands, colors, and styles over the years, but there is one brand that is synonymous with turning ordinary cars into rolling pieces of art: BMW. The German manufacturer continues to drive the art car trend with contemporary models such as the BMW M2 being one of the latest to go under the brush. These cars are a feast for the eyes but are usually stored away in museums or private collections. Up until now. BMW has revealed that it's going digital for the first time ever thanks to some cutting-edge tech.
BMW recently announced a new collaboration with the art app Acute Art to digitize its collection of world-famous art cars. The first ten cars have already gone live, and the plan is to debut nine vehicles every two weeks thereafter. The first, and most famous BMW art car is the 1975 BMW 3.0 CSL Race Car which was conceived by French race car driver Herve Poulain and founder of BMW Motorsport Jochen Neerpasch that has already gone through the digitization process. Acute Art's unique VR/AR/mixed reality technology scans the cars from all angles using a photogrammetric methodology, capturing every detail of the artists' expression on each car's surface.
"The BMW Art Cars are an essential part of the DNA of BMW's 50-year-long cultural engagement. Finally, they are entering the digital realm and can be accessible everywhere and for everyone. I am excited about the collaboration with Acute Art as we both strive for innovation and cutting-edge technology," said Pieter Nota, a member of the Board of Management of BMW AG responsible for Customer, Brands, and Sales. BMW will celebrate 50 years of cultural engagement with a unique exhibition during Art Basel in Basel, Switzerland on September 21. The 1975 BMW 3.0 CSL Art Car will be on display both physically and in a specially created augmented reality area.