BMW Goes Cultural in 2011

This year, German manufacturer BMW is celebrating 40 years since it began showing interest in the cultural manifestations of the world around it. A series of events are planned to mark the anniversary in 2011, starting the 2011 Venice Biennale.

There, the car maker will be supporting the pavilion of Hungarian artist Hajnal Nemeth, a display that will feature some elements filmed or recorded at BMW's Leipzig plant. The display is intended to be “a crashed BMW interpreted as a tragic hero.”

Planning to make the moment one to remember, the car maker will link the Venice participation with a series of events it will be hosting at the Peggy Guggenheim Collection. There, the Germans will toast to the newly created joint venture with the Guggenheim Foundation.

The collaboration between the two will spawn, starting August 3 in New York, the BMW Guggenheim Lab, a six-year long endeavor intended to tap into the imagination of the general public when it comes to concepts and designs for urban life.

To include both experts and amateurs in architecture, art, science, design, technology, and education, the BMW Guggenheim Lab will comprise three projects, each with its own architect, graphic designer, theme and destination.

After the Venice Biennale, the car maker will announce the second jury for the Nationalgalerie Prize for young artists, a jury that will give Cyprien Gaillard, Klara Liden, Kitty Kraus or Andro Wekua the top honors at an award ceremony on September 28.

Given the automakers’ passion for the modern interpretation of art, it's likely more such events will be planned throughout the year.
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About the author: Daniel Patrascu
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Daniel loves writing (or so he claims), and he uses this skill to offer readers a "behind the scenes" look at the automotive industry. He also enjoys talking about space exploration and robots, because in his view the only way forward for humanity is away from this planet, in metal bodies.
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