Digital art isn't a new concept but it's not often seen inside a car.
As part of the brand's rather expansive Consumer Electronics Show presentation, a special BMW iX M60 will be used as the brand's first-ever digital art exhibition. In doing so, the Bavarian manufacturer is showcasing a new Digital Art Mode which will form part of the current customizable My Mode system. This is certainly one new way to expand one's art collection.
BMW explains that the Digital Art Mode was put together to celebrate the anniversary of the BMW Group Cultural Engagement. Over the last 50 years, this has been an aspect of the brand's social responsibility in the cultural world that includes a number of its partnerships and initiatives. With this engagement program, BMW states that hundreds of long-term cooperations have become integral to the company's journey of social sustainability.
Now that the world is rapidly advancing into the world of digitalization, the brand is using this opportunity to expand the scope of the Cultural Engagement scheme. In doing so, it is giving artists who are dabbling in new intangible mediums a platform to reach new audiences. The creator featured in this Digital Art Mode is Cao Fei, who had previously designed the 2017 BMW M6 GT3 Art Car.
On this particular project, Fei wanted to place a focus on the continuous change of a globalized and interconnected world. Thus, she calls this piece the "Quantum Garden" and has designed it to represent galaxies of visual spaces that are filled with dots, light beams, and nebulae. When the mode is activated, these elements move towards and away from one another at different speeds while growing and shrinking.
While this has been put together for CES, BMW says this particular Digital Art Mode feature will be implemented into BMW Series vehicles for 2022. Select models will have the option of specifying this mode while others can have it retrofitted via the company's remote software upgrades integrated into the user interface.
"With the new Digital Art Mode, BMW Cultural Engagement reaches new heights while creating something entirely unique," said Christoph Grote, Senior Vice President Digital Car, BMW Group, "For the very first time, we are making digital art an integral part of the modern driving experience in a car and use innovative technology to transform mobility into an individual, highly exclusive and emotional experience."