Art meets the auto industry as BMW digitizes its car collection in a new initiative using augmented reality.
The experience sees the brand scan every angle and detail of its “art car” collection to make it available for viewing last week. A new car will be digitally debuted each week until all 19 of the motor masterpieces are unveiled. Digital users can experience the collection via an interactive app, or in reality at Art Basel this September. Artists behind the auto works include Jeff Koons and Alexander Calder.
As the pandemic concludes, brands of all backgrounds continue to turn to digital endeavors to maintain audience engagement and elevate their image. By adding a dose on aspiration and imagination to its cars, BMW can stand out from the crowd in the race to catch the consumer eye. The brand, which is a frontrunner in Gartner’s Digital IQ Index: Auto, already boasts a history of interactive experiences for its audience, having introduced its 4 SeriesCoupé by way of short videos and 360 degree AR navigation tools in the past. By both trend-blending and industry-bending, the company could help consumers view it in a different light and, as the world resumes, appeal to those looking for both function and flair.