BMW opens up private art collections to the everyday viewer
Project by agency Cult extends a print guide to privately-owned artworks
Jul 27, 2018
BMW's latest foray into branded content aims to showcase private art collections for the ordinary viewer.
A new series of films, created via branded entertainment agency and creative production studio Cult, is actually an extension of a print project, the BMW Art Guide by Independent Collectors. Established in 2012, the guide was created by the brand to make privately-owned contemporary art collections accessible to the general public.
The films feature curator and editor Francesca Gavin and social media influencers including architecture, fashion and art blogger, Pari Eshan (aka Pari Dust) and Italian model and influencer Andrea Denver traveling around in BMW cars and gaining access to privately-owned art collections by Patrizia Sandretto Re Rebaudengo in Italy and Sherry and Joel Mallin in the U.S.