Vegas. On the occasion of the Consumer Electronics Show (CES), BMW will present its Digital Art Mode and will be the first to introduce digital art in vehicles. Internationally renowned Chinese multimedia artist Cao Fei created the digital art mode in the year of the 50th anniversary of BMW’s cultural commitment. Held in Las Vegas from January 5-8, 2022, CES will be the first event to showcase 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 synergy between the vehicle’s functions and its interior design. Depending on the driving situation and the general mood, a holistic user experience comprising both a functional level and an emotional level can be created at the touch of a button or via voice control. To this end, drive control and steering control, ambient lighting and sound as well as the color palette and graphics of the BMW Curved Display are precisely synchronized.
A leap forward 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 provides an additional option for drivers to customize their driving experience according to their preferences and interests and enjoy culture in their daily mobile life. The 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, sensual and 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 artworks. With this first-ever incorporation of digital art into an automobile, Cao Fei and the BMW Group are now taking the next step together.
The new BMW iX M60 houses 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. This 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 from the factory, while others can be retrofitted via upgrades remote software built 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 Digital Car, BMW Group, “For the first ever, we are making digital art an integral part of the modern driving experience in a car and using 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, speaks of the continuous change of a globalized and interconnected world and is called “Quantum Garden”. Galaxies of visual space filled with dots, light beams and nebulae constantly approaching and receding at varying speeds while growing and shrinking again and again. They express the mostly invisible but continuous links between people, groups and systems that influence each other even over great distances and, in doing so, also change their environment. In his works – produced especially for the 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 perfect harmony. between 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 , enhanced by new technologies. 2021 has been a difficult and special year. While humanity was stuck and helpless, the world entered with determination into the metaverse, the age of virtual immersion. the very moment I was once again invited to participate in BMW’s breakthrough digital art mode,” said Cao Fei. “My ‘Quantum Garden’ work gives the BMW driver the chance to experience the ever-changing digital landscapes. evolving from a multi-faceted universe into a screen world, where abstract poetry and sensory pixels intersect, its web of open spectra connects our hearts to the call of goodwill from the depths of the universe.
In his own words, Cao Fei describes “Quantum Garden” as “a poetic collection of universes, countless atoms, nebulae, and thousands of fast-moving beams of light from the depths of the universe, and those chains of galaxies ever larger and smaller, intersecting and expanding, combining and separating, perceiving and hearing 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, explore and evolve.
New ways of experiencing culture: BMW Group once again a pioneer
The digital art mode was created in 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 part of the company’s social sustainability. Many of his projects began to explore the inherent potential of digitization to broaden the reach of BMW Cultural Engagement, develop new forms of artistic expression and reach new audiences.
Cao Fei’s Digital Art: From Racetrack to BMW Curved Screen
When Cao Fei designed the BMW Art Car in 2017, the 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 thanks to augmented reality. Cao Fei’s BMW Art Car included three parts: 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 bespoke app scheduled for the occasion. Whenever the app was used near the race car, the smartphone screen displayed floating and changing light strips above and around the BMW M6 GT3 – a reflection of the rapid change in the country of origin of the BMW M6 GT3. 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 inside production vehicles.
If you have any questions, please contact:
Cultural commitment of the BMW Group
Telephone: +49 89 328 27806
Email: [email protected]
BMW Group Digital Experience Communications
Telephone: +49 89 382 77126
Email: [email protected]
Email: [email protected]