BMW's THE 8 X Jeff Koons is more than just a car. The model is a unique piece of pop art. For the Swiss premiere, we unveiled the car with an equally popping art presentation.
BMW has been working for many years with well-known artists who create unique works of art as part of the BMW Art Cars. However, the BMW Art Cars are conceived purely as exhibition pieces. With THE 8 X Jeff Koons, BMW and Jeff Koons have created a strictly limited small series for the road for the first time in the company’s history. We unveiled one of the 99 car artworks for BMW just three days after the world premiere in Zurich.
The THE 8 X Jeff Koons is as loud, colourful and joyful as Jeff Koons’ pop art. Therefore, we designed the unveiling with a proper pop effect to match: a projection on the wrapped car formed the visual drum roll that culminated in the unveiling of the colourful BMW M850i xDrive Gran Coupé.
Modern art was the main theme of the night and was complemented by the car unveiling. Presenter and BMW brand ambassador Jo-Ann Strauss led interesting on-stage conversations about art with Mark Spiegler (Director Art Basel) and Heiko Nieder. The innovative Michelin-star chef also delighted the guests with his culinary artworks for the evening as well as a chocolate giveaway that popped on the outside and inside. As a further highlight, guests were able to take part in guided tours of the Dolder Grand’s Modern Art Collection.
Facts & Figures
Client: BMW Group Schweiz
Category: Corporate events | PR events | Projection mapping | | Event video | Social media content
Location: Dolder Grand, Zurich
Date: April 7th 2022
Our assignment: Unveiling of the limited BMW model in front of selected customers, partners and press.