When BMW first commissioned artists like Stella, Warhol, Lichtenstein and Rauschenberg to create custom paint jobs for their BMW Art Cars exhibit in the late 1970s, the project was visually stunning and the vehicles were almost secondary, like alternative canvasses of sorts. Fast forward almost 30 years and all that purity is gone. In addition to showing off their timeless Art Cars at Grand Central Station later this month, the German car maker added a new artist and gimmicky twist to the project: the cars will be now act as paintbrushes courtesy of contemporary artist Robin Rhode. How does one use a car to make art? Like this:
From a tower 30 feet above his canvas laid out on the floor, Rhode choreographed the movements of an all-new 2009 BMW Z4 Roadster and used a remote control device to direct when and where colored paint was sprayed onto the tires which marked the canvas.
Sounds more like hit and run marketing than it does an “art project” no?