UK – Artist Sara Sadik’s innovative proposal, La Potion (EH), has been selected for the BMW Open Work project at the contemporary art fair Frieze London. The winning creation comprises an interactive video game that uses the unique experiential device of the BMW i5 electric car, along with a complementary film installation. Developed in collaboration with BMW’s gaming and innovation lab experts, the interactive game employs the brand’s AirConsole technology, with the i5’s design team enhancing the gaming experience through sound and light.
Hailing from Marseille, France, Sadik delves into the intersection of art, gaming and digital technology. Her winning project investigates the evolving emotional states of young male characters, particularly their challenges in expressing emotions. This initiative exemplifies BMW’s commitment to experimental artistic practices in collaboration with Frieze London. The artwork will premiere at Koko in London’s Camden Town during the event.
The annual BMW Open Work project for Frieze London is a joint initiative between the car-maker and the art fair to collaborate on visual art, design and technology. It aligns with our Auto Entertainment microtrend report on how the automotive sector is innovating to immerse itself into the entertainment industry and expand its out-of-vehicle universe.
Strategic opportunity
Meaningful collaborations through art and design can offer auto-makers the linguistic and aesthetic language to appeal to and connect with Generation Z – and soon Gen Alpha – drivers