German luxury carmaker BMW has announced a unique initiative in collaboration with the India Art Fair to propel emerging artists. Named the ‘The Future is Born of Art’, this initiative introduced by BMW India aims to promote art, sustainability, and innovation. For this initiative, BMW used its all-electric iX SUV as a canvas for artists for fulfilling the ‘Sustainable Circularity’ philosophy. This allowed the Indian artists to reflect upon the vision of a world with responsible and efficient use of resources.
Event Details & Artwork Attributes
The event began with four selected artists being asked to submit their proposals that reflected their interpretation of the theme. Artist Faiza Hasan’s work stood out the most amongst other artists, which the Jury and the public greatly appreciated. BMW India will use Faiza’s winning design as a wrap on the iX and present it at the India Art Fair. This fair will take place in New Delhi from 28th April to 1st May 2022, where enthusiasts can witness the artwork.
The design by artist Faiza Hasan represents a convergence of people from all walks of life against a common sky backdrop. The artist who loves to explore the relationship between self and society also mentions the connectedness of sustainability. Along with drawing real people from the community, Faiza uses Urdu words like ‘suno’, meaning listen, and ‘tasawur’, meaning ‘imagine’. She does this to remind us of paying attention to the voices that can help shape our collective future.
The jury members of the event included eminent stalwarts from the Indian art fraternity and various other dignitaries. These members ensured to shortlist Indian artists that represented a diversity of practices and perspectives for the unique initiative. These included participants like Faiza Hasa, Farah Mulla, Latheesh Lakshman, and Visakh Menon, whose selection criteria included various attributes. The car wrap design proposal consisted of the artist’s vision, narrative style, exploration of the theme, and overall potential.
BMW iX: An Overview
Being the brand’s all-electric flagship SUV, the iX combines premium mobility with zero-emissions, sporting agility, luxury, and long operating range. The iX has been characterised by its sculptural monolithic design that represents a face that makes mobility easier and more comfortable. Launched in December 2021 in India at a price of INR 1.15 crore (ex-showroom), the iX features various technologies. BMW will sell the iX in India via the CBU route and equip it with its fifth-generation eDrive technology.
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