This is absolutely stunning (via Metacool).
Great point from Diego about BMW’s brand audacity in getting Jeff Koons to vitalize the car:
I admire the marketers at BMW because they seem to be able to conceive of their hallowed brand as a dynamic, living thing. Instead of saying “our brand can’t go there”, they think “our brand is designed to go places”, which I’d wager is why the brand is still so strong after so many year in the market. The dynamic totality of their vision, which encompasses everything from manufacturing to sculpture to R&D to messaging, is centered on the principles of movement and getting to new places, with the risks that come with leaving the safe harbor called What We Know That Works Today.
The other point though is that sometimes you have to look to other fields and media to communicate your essence. The front view in particular gives an incredible sensation of speed and color – and life – that BMW could not have achieved just with their skill and passion for shaping the form of the car.
More below and Autoblog (including video of the unveiling).
