BMW brought its latest art-car-that-isn't-an-Art-Car to the Big Apple this past week. The BMW i8 Garage Italia Customs MemphisStyle edition had its North American premiere at Frieze Art Fair New York from May 5 through 7, 2017.
BMW partnered with Frieze New York by providing VIP shuttle service in BMW 7 Series Sedans, hosting art and design talks, and welcoming visitors to the sixth annual fair in a dedicated BMW lounge decorated with the BMW i8 MemphisStyle.
The Memphis Design Group was an Italian design and architecture group in Milan founded in 1981 by Ettore Sottsass. The studio designed postmodern furniture, fabrics, ceramics, glass, and metal objects from 1981 to 1987. The group’s style was inspired by the art deco movement among others, and featured bright colors, pop-art-like geometric designs, and something called Kitsch.
The BMW i8 MemphisStyle was designed and produced in cooperation with Garage Italia Customs.
Adrian van Hooydonk, Senior Vice President of BMW Group Design commented on the project saying, “During the 1980s, the Memphis Group questioned the formal severity and classic functionality of design artifacts both in a somewhat provocative and humorous manner. In this way, Memphis became a symbol of contemporary design. With its design drafts, the Group challenged existing dogmas, aroused emotions and created designs with high recognition value."
Frieze New York is one of the most important contemporary art fairs in the world, and more than 200 leading international galleries annually. BMW has been a partner of Frieze London since 2004, and in 2012, the partnership was extended to include Frieze New York.
Like many examples of modern art, the BMW i8 MemphisStyle edition is certain to create controversy. You may love it as art or you may hate it as art, but the real question is, if BMW gave it to you for free, would you drive it, sell it, or hide it in your garage?—Scott Blazey
[Photos courtesy of BMW AG.]
