BMW x NAS
Art Basel Miami 2021
Idea, Concept & Production.
In 2020, BMW, a long standing partner of Art Basel, had an exciting opportunity to unveil their new BMW XM model to the public. To make the event even more memorable, we collaborated with hip hop artist NAS.
The Challenges
Concept, Execution, Deadline
The challenge for this project was to create and execute an experiential XM reveal and pre- communication concept within a tight deadline of less than 8 weeks. An additional challenge was presented in the form of creating a captivating reveal mechanism. This mechanism involved showcasing the car within a glass box while NAS performed: Initially concealed in a cloud of fumes, the car remained hidden until a specific musical cue.
Production Management
As the industrial ventilators cleared the fumes, the car emerged, perfectly timed to coincide with the electrifying peak of the evening's performance: the song "If I Ruled the World." The entire project, including on-site execution, had to be completed within just 3 days. While ensuring seamless coordination among all stakeholders, including the producers in the US, the Superstars Management team, agency partner PacificMedia, the artist and the clients.
Architectural Intervention
The challenge for this project was to transform the Lincoln 1111 building, which typically resembled a Miami brutalist parking lot, into a spectacle aligned with BMW's initial color guide. The creative solution involved coordinating with the team to set up the entire building as a living aura, featuring projections of the XM logo. The setup ensured that people in Miami Downtown could witness the transformation and feel the energy of the event from distance.
The BMW presence at Art Basel was a resounding success, attracting prominent figures and influential voices such as Lukas Sabatth, Tremaine Emory, Michell Lamy Levi, Timbaland, and many others. The event effectively positioned BMW within the vibrant art and hip-hop culture by seamlessly integrating arts, music, and engaging precommunication efforts.
The strategic unveiling of the XM model garnered significant attention on social media, further amplifying the brand's presence in Zeitgeist culture.
