Business Daily from THE HINDU group of publications
Sunday, Sep 09, 2007
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Business Daily from THE HINDU group of publications Sunday, Sep 09, 2007 ePaper |
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Investment World
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Cars Marketing - Strategy BMW art cars in India S. Muralidhar
BMW India is showcasing two BMW Art Cars embellished by world renowned artists Andy Warhol (BMW M1, 1979) and Roy Lichtenstein (BMW 320i, 1977) at the Jehangir Art Gallery in Mumbai this week. BMW Art Cars are original masterpieces of art that demonstrate individual synthesis of artistic expression and automobile design that have received rave reviews from both art enthusiasts and motoring aficionados.
Since 1975, prominent artists from throughout the world have designed BMW automobiles of their times, all making extremely different artistic statements. The sixteen exhibits created specially for the BMW Art Car Collection until now include works by well-known artists such as Frank Stella, Roy Lichtenstein, Andy Warhol, A. R. Penck, David Hockney, and Jenny Holzer. The Art Cars reflect the cultural and historical development of art, design, and technology. It was originally the French racing driver Herv‚ Poulain who had the idea of letting an artist have his or her way with an automobile. Poulain commissioned American artist Alexander Calder to paint his BMW racing car in the early 1970s; this was the spark which led BMW to establish the Art Car Collection. The exhibition at Jehangir Art Gallery in Mumbai this week, concludes the Asia Pacific tour that travelled through Malaysia, Australia, New Zealand, Taiwan, the Philippines, Korea and China.
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