“Intelligent benefits are more valuable these days than a simple, if clever logo placement. We are dealing with very discerning opinion leaders, a dialogue we at BMW are excited to enter,” said Thomas Girst, responsible for BMW’s cultural communications.
BMW will support the online platform for developing the content to make it more attractive, starting in early July 2009, with the launch of the short film series “Art Expeditions”. These movies will feature the meetings of collectors and artists, who will present to each other their favourite art spots.
The first shooting is currently being arranged and portrays the art scene of Berlin, hometown of Independent Collectors. Furthermore, a “Curated Show” is also planned for the third quarter of 2009, which will be the first online exhibition worldwide to be assembled from the collections of dedicated collectors.
“The brand BMW is the ideal partner for Independent Collectors,“ says Christian Schwarm (37), one of the founders of the new community and a passionate collector as well. “Every collector is aware of these outstanding projects and therefore knows that art is not a fashion-issue for BMW,” added Schwarm.
Until recently, the online platform has been fueled by the dedication of the founders, but it needs the support of partners like BMW, to help exciting even more people about contemporary art. Schwarm is convinced: “Compared to other hobbies and passions like music, film or literature, contemporary art has still has a lot of ground to gain.”
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