Thomas Girst advocates for accessible art, corporate involvement, and supporting emerging artists. Girst is deeply critical of the exclusivity surrounding art, which he believes discourages broader engagement.

At the heart of BMW’s global cultural engagement is a philosophy that art should not be confined to elite circles but be accessible to all. Prof. Dr. Thomas Girst, Global Head of Cultural Engagement at BMW Group, is a passionate advocate for art’s democratization. In an exclusive conversation with The Sunday Guardian, he spoke about corporate responsibility in the arts, BMW’s long-standing commitment to supporting artists, the potential for greater cultural investment in India, and a book co-authored by Girst about Esther Mahlangu, a luminary South African artist who became the first woman and African artist to paint a BMW Art Car in 1991.
BMW has been a pioneer in integrating art and business, having supported hundreds of art initiatives worldwide for over 50 years. In India, the company is closely associated with the India Art Fair and the Kochi-Muziris Biennale. However, Girst suggested that there remains significant room for greater corporate involvement in the arts within the country..
“India is the largest country on the planet by population, but the infrastructure for the arts has yet to fully align with its vast cultural potential. More companies need to actively engage in and support the arts,” he stressed. When asked to comment upon the parallel between BMW’s global cultural outreach and the Mahindra Group’s efforts in India, Girst further emphasized that more corporations need to take up the cause of arts and culture. “It’s about being a corporate citizen. It’s about giving back to the society in which you do business,” he asserted.

Girst is deeply critical of the exclusivity surrounding art, which he believes discourages broader engagement. “There’s so much red tape around art, so many institutions making it inaccessible,” he lamented. “Art should not be about ‘high culture’—it should be open to everyone. That’s what kept me from becoming an academic; I didn’t want to use scholarly words that alienate people. Art should be something you experience, not something you need to ‘qualify’ for.”
He pointed out that the commercial sports industry thrives because it is structured in a way that corporations can easily participate in. The art world, in contrast, often appears opaque and difficult to navigate, deterring potential investors. “If you don’t have the network, if you don’t have the know-how, it’s hard to make an impact in the art world. That’s what holds companies back. But if you try, the payoff—beyond monetary terms—can be huge,” he explained.

When asked about advice for young artists, Girst’s response was refreshingly candid. “Only one in a hundred artists can live off their art,” he said. “If you are in it for the fame or money, find another profession. Art should come from an urgency within you, a need to explore yourself in ways most people wouldn’t dare to.”
However, he acknowledged that the digital age has given artists more opportunities than ever before. “You don’t need a gallery or museum validation anymore. Social media allows artists to create their own audience and showcase their work in ways that were unimaginable 20 years ago,” he said.
Girst also spoke about BMW’s continued efforts to support emerging talent. The ‘Future is Born of Art’ commission, led by BMW and India Art Fair, has become a platform for young artists to showcase large-scale installations on a global stage.
The 2025 edition encouraged artists to create immersive installations reflecting the coexistence of ecological and technological thought. Artists Non-Linear (Dennis Peter) and Cursorama (Yash Chandak) were announced as winners of the prestigious commission, joining the ranks of India’s most promising artistic voices.
Their large-scale installations, inspired by BMW’s latest electric and mobility innovations, followed in the footsteps of previous winners Sashikanth Thavudoz (2024), Devika Sundar (2023), and Faiza Hasan (2022), whose works explored themes of community, materiality, and sustainability.

Speaking of BMW’s long list of artistic collaborations, one is reminded of Esther Mahlangu—a highly influential artist of Pan-African Contemporary Art, who became the first woman and African artist to paint a BMW Art Car in 1991. Mahlangu is globally acclaimed for her bright and bold abstract paintings with vivid, geometric patterns that are rooted in South Africa’s Ndebele artistic tradition.
Mahlangu’s extraordinary journey is the focus of ‘Esther Mahlangu: To Paint is in My Heart,’ a book co-authored by Prof. Dr. Thomas Girst, Azu Nwagbogu (Nigerian curator and writer), and Hans Ulrich Obrist (Artistic Director of Serpentine in London). Blending interviews, essays, poetry, and personal reflections, the book offers an intimate exploration of Mahlangu’s life, her artistic philosophy, and the broader cultural significance of Ndebele art.
Speaking passionately about the book and Mahlangu’s legacy, Prof. Dr. Thomas Girst remarked, “Esther Mahlangu’s art is more than just visually striking—it carries the soul of a rich cultural heritage. This book is a celebration of her journey, her resilience, and her ability to turn tradition into a universal language that speaks to audiences around the world.” As a tribute to her remarkable career, it highlights how she has not only preserved a centuries-old tradition but also redefined its place in contemporary art.

Reflecting on the impact of the COVID-19 pandemic on the art world, Girst offered a very interesting perspective. “The pandemic forced us to rethink how we engage with art. It liberated us by catapulting us into the digital age. At BMW, we now have more flexibility in how we work, more opportunities to collaborate remotely. Before, I would fly to New York for a single meeting; now we can meet virtually. That’s a positive shift,” he said.
An ardent cinephile, Girst expressed admiration for directors like David Lynch, Alfred Hitchcock, and Luis Buñuel, whose works have deeply influenced him. “There are some great ones, but many fail to capture the essence of art itself,” he remarked about movies based on the lives of artists. Among his favorites is a short film on artist John Baldessari, narrated by Tom Waits. “It’s the best portrayal of an artist I have seen,” he opined.
Girst strongly believes that it is time for India to claim its place on the global stage. “Come on, India! Let’s rise together. You have so much to offer the world—cherish it, showcase it, and make it work,” he concluded.