Photo: BMW
BMW is once again stepping into the peculiar world of eccentric art in its constant struggle to push the boundaries of creation as far as possible. The new piece made by renown artist Alfredo Haberli is supposed to “imbue the driving experience with new meaning”.
Man, I’ll tell you this, when car makers really want to attract attention they sure know how. Sure, BMW already had us, auto journalists, focused long before the BMW i8 hybrid sportscar was even an idea. Heck, we can’t think of a time when the Germans weren’t interesting, but for some reason these giant car makers feel like they need to push the pedal even closer to the metal. If it’s not fashion, it’s music. If it’s not sports, it’s games. But one thing they all love sharing with us is their constant interest for innovative design.
Alfredo Haberli created the “Spheres. Perspectives in Precision & Poetry for BMW” using personal recollections and experiences of cars, elevating the theme of mobility to an associative plane.
“Against the background of highly automated control, he imbues the driving experience with new meaning and renders it tangible within an impressive spatial dimension. How will we use and shape motion, encounter, time and space? At the centre of his journey into the immediate future of mobility is a large-scale, deliberately abstract object whose form cites the lightness of forward motion and whose design addresses pivotal values of future automotive design: technically everything is feasible, the luxury of movement focuses on the core statement, mobility becomes carefree and communicative,” BMW is bumbling in their press release.
The point? Well, BMW says its the company’s way of promoting an active discourse with internationally renowned designers. Haberli’s creation is the result of more than six months of work. Creating the concept has spawned numerous sketches, documents and models while projecting the themes of mobility and luxury into the future by means of an intense analytical investigation.
In case you are passing through Milan these days, don’t forget to stop by the Salone del Mobile where the sculpture will be showcased from 14 to 19 April 2015.
Alfredo Haberli created the “Spheres. Perspectives in Precision & Poetry for BMW” using personal recollections and experiences of cars, elevating the theme of mobility to an associative plane.
“Against the background of highly automated control, he imbues the driving experience with new meaning and renders it tangible within an impressive spatial dimension. How will we use and shape motion, encounter, time and space? At the centre of his journey into the immediate future of mobility is a large-scale, deliberately abstract object whose form cites the lightness of forward motion and whose design addresses pivotal values of future automotive design: technically everything is feasible, the luxury of movement focuses on the core statement, mobility becomes carefree and communicative,” BMW is bumbling in their press release.
The point? Well, BMW says its the company’s way of promoting an active discourse with internationally renowned designers. Haberli’s creation is the result of more than six months of work. Creating the concept has spawned numerous sketches, documents and models while projecting the themes of mobility and luxury into the future by means of an intense analytical investigation.
In case you are passing through Milan these days, don’t forget to stop by the Salone del Mobile where the sculpture will be showcased from 14 to 19 April 2015.
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