Studio Drift x BMW's Immersive Project Was Shown at Art Basel 2017
Jana Pijak — January 12, 2018 — Autos
References: press.bmwgroup
'FRANCHISE FREEDOM' is an immersive art installation created by Studio Drift in collaboration with BMW, and was unveiled at Miami Art Basel 2017 earlier this month. Consisting of 300 flying drones that were illuminated atop a night's sky, the art piece can be described as "an interface between technology, science, and art."
Mimicking a natural, star-filled sky, this flying sculpture was dramatically showcased by the water at sundown, and explored the theme of the group versus the individual. Questioning both the idea of safety in numbers, as well as the importance of the independent self, the piece involved the programming of drones which were customized with software to emit a glow similar to that of real stars.
“We were impressed by the courage of BMW to get involved here, as an artwork of this scope and scale has never even been tested before. They believed in our idea because they fully comprehend how complicated and intricate those innovative processes are,” said Studio Drift co-founder Lonneke Gordijn about the partnership.
By joining forces with artists and an event like Miami's Art Basel, BMW proves its relevance among Millennial consumers and adopts a more visual marketing approach while simultaneously promoting its own brand values and artistic process.
Mimicking a natural, star-filled sky, this flying sculpture was dramatically showcased by the water at sundown, and explored the theme of the group versus the individual. Questioning both the idea of safety in numbers, as well as the importance of the independent self, the piece involved the programming of drones which were customized with software to emit a glow similar to that of real stars.
“We were impressed by the courage of BMW to get involved here, as an artwork of this scope and scale has never even been tested before. They believed in our idea because they fully comprehend how complicated and intricate those innovative processes are,” said Studio Drift co-founder Lonneke Gordijn about the partnership.
By joining forces with artists and an event like Miami's Art Basel, BMW proves its relevance among Millennial consumers and adopts a more visual marketing approach while simultaneously promoting its own brand values and artistic process.
Trend Themes
1. Immersive Art Installations - Exploring the intersection of technology, science, and art, immersive art installations like 'FRANCHISE FREEDOM' offer disruptive innovation opportunities in the entertainment and experiential marketing industries.
2. Drone Technology in Art - The use of drones in art installations, such as the flying sculpture created by Studio Drift, presents disruptive innovation opportunities in the art and technology industries, pushing the boundaries of traditional artistic mediums.
3. Visual Marketing for Brand Promotion - Adopting a more visual marketing approach, as demonstrated by BMW's collaboration with Studio Drift, opens up disruptive innovation opportunities for businesses to engage Millennial consumers and showcase their brand values through artistic partnerships and events.
Industry Implications
1. Entertainment - The entertainment industry can leverage immersive art installations to create unique experiences for their audiences, combining technology, science, and art to captivate consumers and drive innovation.
2. Experiential Marketing - Incorporating immersive art installations into experiential marketing campaigns allows brands to create memorable interactions with consumers, fostering brand loyalty and differentiation through disruptive innovation.
3. Art and Technology - The intersection of art and technology, showcased through the use of drone technology in art installations, offers disruptive innovation opportunities for artists, creators, and technologists to redefine artistic expressions.
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