The BMW Art Cars go digital thanks to Augmented Reality
23 Jul 2021|748 views
BMW has announced a new collaboration with cutting-edge art app Acute Art that brings the world-famous BMW Art Car collection into the digital realm for the first time ever.
To celebrate over 50 years of BMW Group cultural engagement, the BMW Art Cars will be shown in Augmented Reality (AR) through Acute Art, marking the first time that the rolling works of art are available digitally for everyone to enjoy no matter where they are in the world. The first 10 BMW Art Cars will digitally launch in Acute Art on 21 July 2021, with the subsequent nine vehicles debuting every two weeks until all 19 BMW Art Cars are available in the app.
Since then, 18 more world renowned artists have gone on to express their own artistic vision using some of BMW’s most iconic models as their canvas.
Utilising Acute Art's unique AR mixed reality technology, the digitally reproduced Art Cars can be virtually staged anywhere a user desires in this wholly immersive 360 degree AR exhibition. To achieve an exact digital reproduction, the real Art Cars were carefully scanned from all angles, capturing every detail of the artists’ expression on each car's surface.
The first wave of BMW Art Cars that can be experienced via the app are: Alexander Calder (BMW 3.0 CSL, 1975), Michael Jagamara Nelson (BMW M3, 1989), Ken Done (BMW M3, 1989), Matazo Kayama (BMW 535i, 1990), Esther Mahlangu (BMW 525i, 1991), Jeff Koons (BMW M3 GT2, 2010) and John Baldessari (BMW M6 GTLM, 2016). From then on, further BMW Art Cars will be integrated in the Acute Art App every two weeks.
To fully discover and experience the interactive BMW Art Cars, the Acute Art app is available free of charge on the App Store and Google Play.
BMW has announced a new collaboration with cutting-edge art app Acute Art that brings the world-famous BMW Art Car collection into the digital realm for the first time ever.
To celebrate over 50 years of BMW Group cultural engagement, the BMW Art Cars will be shown in Augmented Reality (AR) through Acute Art, marking the first time that the rolling works of art are available digitally for everyone to enjoy no matter where they are in the world. The first 10 BMW Art Cars will digitally launch in Acute Art on 21 July 2021, with the subsequent nine vehicles debuting every two weeks until all 19 BMW Art Cars are available in the app.
Since then, 18 more world renowned artists have gone on to express their own artistic vision using some of BMW’s most iconic models as their canvas.
Utilising Acute Art's unique AR mixed reality technology, the digitally reproduced Art Cars can be virtually staged anywhere a user desires in this wholly immersive 360 degree AR exhibition. To achieve an exact digital reproduction, the real Art Cars were carefully scanned from all angles, capturing every detail of the artists’ expression on each car's surface.
The first wave of BMW Art Cars that can be experienced via the app are: Alexander Calder (BMW 3.0 CSL, 1975), Michael Jagamara Nelson (BMW M3, 1989), Ken Done (BMW M3, 1989), Matazo Kayama (BMW 535i, 1990), Esther Mahlangu (BMW 525i, 1991), Jeff Koons (BMW M3 GT2, 2010) and John Baldessari (BMW M6 GTLM, 2016). From then on, further BMW Art Cars will be integrated in the Acute Art App every two weeks.
To fully discover and experience the interactive BMW Art Cars, the Acute Art app is available free of charge on the App Store and Google Play.
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