TEFAF to exhibit BMW Art Car of Jeff Koons

BMW Group Nederland and TEFAF unite forces

Maastricht/Rijswijk, (PresseBox) - .
- TEFAF Maastricht to exhibit Art Car Jeff Koons for first time in the Netherlands
- BMW Group Netherlands and TEFAF sign partnership for 3 years
- BMW sponsors more than 100 events worldwide
- BMW committed to culture for more than 40 years

TEFAF Maastricht, the most prestigious art and antique fair in the world, will exhibit the fastest piece of art ever - the BMW Art Car of Jeff Koons - for the first time in the Netherlands. This high-speed rolling work of art, a unique expression of art, power, movement and light - will be exhibited from 18.until 27. March as one of the showpieces of the art fair. With this presentation BMW Group Netherlands and TEFAF Maastricht show their special commitment to each other. Both parties have closed a partnership for the upcoming three years.

BMW Art Car by Jeff Koons

Jeff Koons, re-known for work of arts such as Balloon Dog and Hanging Heart is following in the footsteps of illustrious predecessors, such as as Andy Warhol and Roy Lichtenstein. The world-famous American artist has used a BMW M3 GT2 as a canvas, completely in the Art Car tradition of BMW. Like all top artists who have preceded him, Koons - known for his passion for fast cars - enjoyed complete creative freedom designing the BMW M3 GT2. Inspired by the history of race cars, he collected images and took place behind the wheel of a BMW M3. Subsequently, he painted shiny and glossy saturated colors on a black background in order to decorate the car in sharp contrast with its silver interior. The result is a work of art with vibrant colors showing speed, power, movement and the raw force of the engine below. This gives the car a dynamic appearance even when it's standing still. Koons expresses the essence of the BMW brand and gives an exciting twist to the way the car shows dynamics and emotion. The artist wanted to show 'the aesthetics of winning'. "I tried to create a design that captured the strong energies and brutal power of racing." Koons wanted his car to be masculine, intimidating and competitive.

Special BMW tradition

Since1975, artists from throughout the world have turned BMW automobiles into art. The French auctioneer Herve Poulain is the 'godfather' of the BMW Art Cars who blended his passions for race and art and created the BMW Art Cars. In the spirit of Alexander Calder, other artists, such as Frank Stella, Roy Lichtenstein, Andy Warhol and Robert Rauschenberg transformed a BMW automobile into a rolling peace of art. The BMW M3 GT2 by Koons is the 17th BMW Art Car in this illustrious serie.

Inspired by the Art Car of Andy Warhol

The unique thing of the Art Cars is not only the way they are created, but also how the cars are introduced to the public. After Jeff Koons unveiled the BMW M3 GT2 in the Centre Pompidou in Paris in June 2010 the car raced at the 24 Hours of Le Mans in France. The start number (79) of the work of art with a 500 PK strong, 4.0 liter V8 under the bonnet is a tribute to the Art Car of Andy Warhol, made in 1979. Koons' piece of art was exhibited in the BMW Museum in München previously, before coming the Netherlands for the first time.

Important milestone

With this special initiative TEFAF Maastricht and BMW Group Netherlands give momentum to their co-operation in the field of art and culture. This co-operation takes shape within the framework of a partnership in which BMW Group Netherland, sponsor of the international arts fair, commits itself for three years to TEFAF Maastricht. Jan-Christiaan Koenders, president of BMW Group Nederland considers the partnership with TEFAF Maastricht as an important milestone. "The year 2011 marks 40 years of sustainable cultural commitment for BMW Group Our company is currently engaged in hundreds of cultural projects worldwide. This year, we are also proud to announce a long-term partnership with TEFAF. This is a match truly made in heaven. TEFAF is one of the world's leading art fairs, with displays offering a panoply of some of the greatest works ever created. As the leading premium car company, BMW Group is thrilled that we were able to contribute to some of the best automobiles ever created."

Ben Janssens, President of the Executive Board of TEFAF Maastricht, is also very pleased about the partnership with BMW: "We are very happy with BMW as official car of TEFAF Maastricht. TEFAF and BMW are a perfect combination striving for top quality, innovation and elegance. The fair represents a broad range of art forms from all continents. BMW supports many initiatives in the field of art and culture, such as the BMW Art Cars. We are very excited that the Art Car of Jeff Koons will be exhibited at TEFAF Maastricht".

BMW's cultural engagement

For more than 40 years the cultural program of BMW is one the pillars of its corporate communication. This cultural commitment focuses on contemporary and modern art. as well classical music, jazz, architecture and design. BMW Group sponsors more than 100 cultural events world wide. In the last six years, BMW Group has been proclaimed most sustainable automobile company by the Dow Jones Sustainability Index. In 1972 three large-scale paintings were completed by the artist Gerhard Richter specifically for the new foyer of the Group's Munich headquarters. Afterwards artists like Andy Warhol, Roy Lichtenstein, Olafur Eliasson, Thomas Demand and Jeff Koons have co-operated with BMW. Moreover, prominent architects like Karl Schwanzer, Zaha Hadid and Coop Himmelb(l)au were commissioned by BMW Group to design its head offices and factories. BMW Group guarantuees absolute creative freedom in all cultural activities it is involved in - as this is just as essential for ground-breaking artistic work as it is for major innovations in a successful business. For more information about BMW's commitment to culture: www.bmwgroup.com/culture

One of the most recent announcements concerning cultural commitment of BMW Group is the BMW Guggenheim Lab. In October 2010 the BMW Group and the Solomon R. Guggenheim Foundation launched the BMW Guggenheim Lab. In the BMW Guggenheim Lab international experts in architecture, arts, technology and education meet with residents from metropoles all over the world in order to discuss solutions for problems and challenges in the big cities of the world. The BMW Guggenheim Lab, made out of sustainable materials, will visit nine cities during a world trip of six years and brings together ambitious thinkers from all over the world. The Lab will function as a nursery for new visions about live in the big city.

For more information about the BMW Guggenheim Lab, please see the Social Media Release: http://bit.ly/...

BMW AG

The BMW Group is one of the most successful manufacturers of automobiles and motorcycles in the world with its BMW, MINI and Rolls-Royce brands. As a global company, the BMW Group operates 24 production facilities in 13 countries and has a global sales network in more than 140 countries.

The BMW Group achieved a global sales volume of approximately 1.29 million automobiles and over 87,000 motorcycles for the 2009 financial year. The pre-tax profit for 2009 was euro 413 million, revenues totalled euro 50.68 billion. At 31 December 2009, the company employed a global workforce of approximately 96,000 associates.

The success of the BMW Group has always been built on long-term thinking and responsible action. The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy. As a result of its efforts, the BMW Group has been ranked industry leader in the Dow Jones Sustainability Indexes for the last five years.

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