PressClub Global · Article.
Tue Mar 12 11:16:37 CET 2024 Press Release
On the occasion of Art Basel Hong Kong 2024, BMW and Alex Israel will present REMEMBR, an AI-powered, participatory and interactive video installation that guides visitors on a journey through time and memory in a captivating fusion of art and technology. The engaging installation will celebrate its debut in Asia and revolves around the all- electric BMW i7 and its innovative in-car experience features.
Munich/Hong Kong. On the occasion of Art Basel
Hong Kong 2024, BMW and Alex Israel will present REMEMBR, an
AI-powered, participatory and interactive video installation
that guides visitors on a journey through time and memory in a
captivating fusion of art and technology. The engaging
installation will celebrate its debut in Asia and revolves
around the all- electric BMW i7 and its innovative in-car
experience features. REMEMBR will be exhibited from March 28 to
30, 2024, at the Hong Kong Convention & Exhibition Centre
(HKCEC). As Global Partner of Art Basel, BMW will once again
provide the VIP car service at the show.
Alex Israel is an esteemed contemporary artist based in Los
Angeles, known for his innovative and thought-provoking work
that often explores the intersection of popular culture, art and
technology. His body of work, which includes paintings,
sculpture and mixed-media installations, frequently draws
inspiration from the vibrant culture and iconic imagery of his
hometown. Israel’s unique artistic perspective allows him to
capture the zeitgeist of modern life in a way that is both
insightful and engaging. REMEMBR, which evolved in collaboration
with BMW using the BMW i5 as a pivotal inspiration, premiered at
Art Basel Miami Beach in 2023. For the Asian debut in Hong Kong,
it will be further developed and centred around the all-electric
BMW i7. The video installation showcases Israel’s commitment to
exploring the boundaries of what art can be in the digital age.
“For more than 50 years, BMW has collaborated with some of
the most creative and inspiring artists in the world – while
promoting the creative spirit that drives our brand forward and
inspires us all,” says Raymond Tan, Managing Director, BMW Group
Importer Region Hong Kong Macau and Taiwan. “We’re thrilled to
collaborate with Alex Israel on this project and to celebrate
the Asia premiere together with the all-electric BMW i7 at Art
Basel Hong Kong.”
Israel worked closely with BMW to develop AI technology
that will collect, filter, compose and choreograph the
visitor’s phone’s camera content. In an immersive
installation across seven custom-designed screens, guests
are invited to discover the hyper-memories of Alex Israel
and, equally, share their own.
“Working on REMEMBR with BMW has been an incredible
learning experience. After the premiere of REMEMBR at Art
Basel Miami Beach, I had the opportunity to further
develop my initial concept on the basis of the BMW
i7,” said Alex Israel. “I often say that my real
studio is my car. I get most of my ideas while I’m
driving. I experience it as a very inspiring process: it
brings back countless memories, sparks my imagination, and
helps me to generate new memories and new ideas. The i7,
with its AI technology and the My Modes feature, resonated
for me as a milestone in the evolution of human-machine
relationships. This car is an individually tailored
capsule, a vessel for traveling through the world, but
also through ones own subconscious mind. In a similar
vein, our smartphones have evolved from mere communication
devices into digital diaries and external hard drives for
our memories. REMEMBR aims to revisit and share these
memories in an engaging way. I’m excited for visitors to
explore it and themselves this March at Art Basel Hong Kong.”
REMEMBR reflects BMW’s commitment to innovation,
cutting-edge technology and luxury design, which are key
features of the BMW i7. The i7 represents the joy of
moving forward as a symbol of integration and an
empowering mindset. It represents the emotional spearhead
that combines tech magic, comfort, and human-centric
design in a fully electric vehicle. The BMW My Modes allow
the car to respond to the driver’s mindset with different
sensory environments, creating a human-centred approach to
the use of technology.
Experience REMEMBR and the all-electric BMW
i7:
March 28–30, 2024
BMW Lounge
at Hong Kong Convention and Exhibition Centre
(HKCEC) – Level 3 Concourse
1 Harbour Road, Wan
Chai, Hong Kong SAR, China
The BMW Group’s Cultural Engagement, with exclusive
updates and deeper insights into its global
initiatives can be followed on Instagram at @BMWGroupCulture.
CO2 EMISSIONS & CONSUMPTION.
BMW i7 xDrive60: Power consumption in kWh/100 km
(combined, WLTP): 19.6–18.4; Electric range in km (WLTP): 591–625;
CO2 emissions: 0 g/km.
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