Brand Art
Back in the 70s BMW commissioned some of the hottest artists of the day (Warhol, Lichtenstein, Rauschenberg etc) to paint a range of their cars. Check them all out here. These cars are going on display again at Grand Central Station in New York, for a couple of weeks only (the installation closes on April 6th). While Warhol may have elevated everyday brands with his work (Campbell’s Soup Can etc), it seems more appropriate that a brand like BMW is re-imaged in this way. Actually using the cars as part of the art rather than portraying them on canvas, makes a difference, but I think it’s the fact that BMW were collaborating with this creation that elevates their part in the show. Campbell’s Soup didn’t ask Warhol to paint their cans. I wonder what would be a decent equivalent today (apart from Apple).
March 27th, 2009 at 11:32 am
I think it may be like asking Philippe Starck to design your hotel, or even Target asking a more avant garde clothing designer to produce a line. You’re elevating your design creds by elevating the visability of an artist.
April 7th, 2009 at 2:16 pm
I must say, I am disapointed by the Warhol.
I believe Pepsi engages young artists to redesign and play with their cans periodically. Adding youth and vibrant ’street’ culture to a brand that could so easily get stoggy.
April 7th, 2009 at 8:21 pm
I just say bravo to any major company that has enough confidence to let someone else interpret the brand. It takes a certain sophistication to know that it’s the “people” who own the brand anyway.