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LUXURY REDEFINED.
At BMW, we believe not in being the best in the world, but in doing the best for the world. For us, our mission isn’t to show off status, but to take responsibility. That’s forwardism. It’s about acting collectively to shape what’s next. And about enriching not only yourself but also those around you. This has redefined how we see luxury. We believe that responsibility and luxury can and should go hand in hand. To see what this looks like, you only have to look at the new BMW i7 – the world’s first-ever fully electric luxury limousine.
LUXURY REDEFINED.
At BMW, we believe not in being the best in the world, but in doing the best for the world. For us, our mission isn’t to show off status, but to take responsibility. That’s forwardism. It’s about acting collectively to shape what’s next. And about enriching not only yourself but also those around you. This has redefined how we see luxury. We believe that responsibility and luxury can and should go hand in hand. To see what this looks like, you only have to look at the new BMW i7 – the world’s first-ever fully electric luxury limousine.
A NEW KIND OF LUXURY
Find out, how we keep reinventing ourselves
THE PURSUIT OF INSPIRATION.
At BMW, we’ve been committed to driving the world forward for over a century. We’ve aways taken inspiration from creatives and bold thinkers, who teach us how to evoke emotion and make every moment in life count. These pioneers and voices of the future inspire us to innovate in the fields of technology and design. And make the vision of a brighter future a reality.
WHEN TWO VISIONARIES MEET.
Nick Knight is one of the most influential and visionary photographers of our time. Firmly devoted to pushing boundaries – both creatively and technically – his work over the years has been decidedly disruptive. For the launch of the new BMW i7, Knight was invited to create a set of images that represent the concept of Forwardism. – the joy of seeing and feeling the future before it has been created. Forwardism is about continually challenging convention to push for a better tomorrow. The result of the photoshoot was an expressive, thought-provoking, and daring body of art featuring the pioneering BMW i7.
THE ART OF OVERCOMING YOUR FEARS.
If you never know fear, you’ll never have a vision – and never find the courage to develop. It’s thanks to this attitude that the legendary designer Stefan Sagmeister is a leader in his profession with his hard-hitting and inspiring work. He always surprises with unexpected works of arts and, for example, brings handwriting to life, or transforms people into canvases. He always tries to forge his own way, to create and provoke unseen perspectives, instead of accepting the status quo. With his extroverted, innovative and enthusiastic pieces, he creates new worlds, opening the door to his unique and courageous imagination.
THE 8 X JEFF KOONS.
Twelve years after his first collaboration, American artist Jeff Koons has once again joined up with BMW to create a limited edition model, Koons, who’s known for his bold, eye-catching artwork depicting everyday objects, was inspired by the colours and motifs of the comic book universe for this Special Edition BMW. The striking, geometric exterior design includes eleven different colours, while the multi-coloured interior is comprised of high-end materials and fine leather. It took highly specialized professionals 200 hours to complete the exterior paintwork alone, at times having to apply it with the help of a magnifying glass, proving that this Special Edition BMW truly is a work of art.