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Las Vegas. On the occasion of the Consumer Electronics Show (CES), BMW will present its Digital Art Mode and will be the first to integrate digital art into vehicles. Internationally renowned Chinese multimedia artist Cao Fei created Digital Art Mode in the year of the 50th anniversary of BMW Cultural Engagement. Held in Las Vegas from January 5-8, 2022, CES will be the first event to feature Digital Art Mode inside a BMW iX M60.

Digital Art Mode is one of the all-new My Modes: their unique moments enhance the BMW driving experience by creating a synergy between the vehicle’s functions and its interior design. Depending on the driving situation and the general ambience, a holistic user experience comprising both functional and emotional level can be created at the push of a button or via voice control. To this end, the driving and steering control, ambient lighting and sound as well as the color scheme and graphics of the BMW curved display are precisely synchronized.

A giant leap for BMW’s cultural commitment: after 50 years and hundreds of international cooperations, BMW will now introduce art into its vehicles. The new Digital Art Mode offers an additional option for drivers to personalize their driving experience according to their preferences and interests and to enjoy culture in their everyday mobile life. Digital Art Mode is the result of an intensive collaborative process between BMW Group Design and Chinese multimedia artist Cao Fei, whose art creates fascinating and sensual immersive moments. In 2017, Cao Fei designed the 18th BMW Art Car using the M6 ​​GT3, the first of its kind to be fully digital in the history of this unique collection of mobile artwork. With this very first incorporation of digital art in an automobile, Cao Fei and the BMW Group are now taking a new step together.

The new BMW iX M60 welcomes a first: a digital work of art symbolizing the deep connection between man and nature.
For the very first time, Digital Art Mode can be experienced in the new BMW iX M60 at this year’s CES. The feature will be available for other BMW series vehicles in 2022. Some models will be available with Digital Art Mode as a custom optional feature configured directly at the factory, while others may be retrofitted via upgrades. remote software integrated into the user interface. “With the new digital art mode, BMW’s cultural engagement reaches new heights while creating something completely unique,” ​​said Christoph Grote, Senior Vice President of Digital Car, BMW Group. the modern driving experience in a car and use innovative technology to transform mobility into an individual, highly exclusive and emotional experience. ”

The artwork that will be presented on the BMW Curved Display and created by Cao Fei, talks about the continuous change of a globalized and interconnected world and is called “Quantum Garden”. Galaxies of visual spaces filled with dots, light beams and nebulae constantly moving closer and further away from each other at varying speeds while growing and narrowing again and again. They express the mostly invisible but continuous bonds that connect people, groups and systems that affect each other even at great distances and in so doing also alter their surroundings. In his work – produced especially for Digital Art Mode – Cao Fei combines his reflections on these global connections and correlations with the pursuit of a collaborative form of what in Asian cultures is often described as the perfect harmony of humanity. and nature. The artist herself explains this eternal quest as follows: “The desire to connect is omnipresent. It’s about how we can synergize with the world, live with nature and renew our energy.

“2017 was a spectacular year, a time when humanity embraced the advent of artificial intelligence. During this time, I used augmented reality to create the 18th BMW Art Car, a car with an aura of its own , empowered by new technologies. 2021 was a difficult and special year. As humanity was stuck and helpless, the world moved forward with determination into the metaverse, the era of virtual immersion. This is the very moment when I was once again invited to participate in BMW’s revolutionary digital art mode, “says Cao Fei. “My work ‘Quantum Garden’ gives the BMW driver the chance to experience the ever-changing digital landscapes of a multi-faceted universe in a screen world, where abstract poetry and sensory pixels intersect. His network of open specters connect our hearts to the call of goodwill from the depths of the universe. ”

In his own words, Cao Fei describes the “quantum garden” as “a poetic collection of universes, countless atoms, nebulae, and thousands of rapidly moving beams of light originating from the depths of the universe, and these chains of galaxies, larger and smaller, intersecting and expanding, combining and separating, perceiving and listening to each other, around a myriad of constantly rotating centers. In a multidimensional universe, the trajectory is non-linear, the journey has no end, only the freedom to switch between micro and macro worlds, to roam, to explore and to evolve. ”

New ways to experience culture: BMW Group once again pioneers
Digital Art Mode was created during the anniversary year of the BMW Group’s cultural commitment. For 50 years, BMW has assumed its social responsibility in the world of culture with its partnerships and initiatives. In doing so, hundreds of long-term cooperations have become an integral part of the social sustainability of the company. Many of his projects began to explore the potential inherent in digitization to broaden the reach of BMW’s cultural engagement, develop new forms of artistic expression and reach new audiences.

Cao Fei’s digital art: from the racetrack to the BMW Curved Display
When Cao Fei designed the BMW Art Car in 2017, BMW Group once again pioneered the design of innovative cultural experiences. For the very first time, a vehicle has been transformed into a rolling sculpture using augmented reality. Cao Fei’s BMW Art Car consisted of three components: a film about a spiritual time traveler, a carbon black BMW M6 GT3 and an augmented reality installation made up of multicolored light particles made visible using a programmed bespoke app. for the occasion. Whenever the app was used near the racing car, the smartphone screen displayed floating and ever-changing light strips above and around the BMW M6 GT3 – a reflection of the rapidly changing country of origin of the artist as seen on the 18th BMW Art Auto.

Cao Fei sees his work on the new Digital Art Mode as a direct continuation of his creative process in collaboration with the BMW Group. The design of a racing car with augmented reality will now be followed by the integration of digital art into the interior of production vehicles.

If you have any questions, please contact:

Business communication

Doris Fleischer
Cultural commitment of the BMW group
Telephone: +49 89 328 27806
Email: Doris.Fleischer@bmw.de

Martin tholund
BMW Group Digital Experience Communications
Telephone: +49 89 382 77126
Email: martin.tholund@bmwgroup.com

Website: www.press.bmwgroup.com
Email: presse@bmw.de

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