BMW's shuttle service during Gallery Weekend Berlin 2017. Image credit: Gallery Weekend Berlin
German automaker BMW is partnering with Gallery Weekend Berlin, furthering its presence in the art world.
For the 15th year, BMW will be the main partner of the event, a role that includes providing shuttle service for VIPs. Around the globe, BMW has aligned itself with a number of art events, including Frieze and Art Basel, making art a key part of its positioning.
Art tour
BMW has been supporting Gallery Weekend Berlin since its beginning in 2005. This year’s event will be running from April 26 to 28, enabling consumers to take in a range of art across the city’s galleries.
The automaker will be using its cars to shuttle VIP attendees between galleries.
BMW i and Soho House are also partnering to stage a pair of discussions about art on April 27. “The Berlin Art Talks” are curated by The New York Times and powered by classical music streaming service Idagio.
These panels will tackle topics such as the future of the museum and virtual reality.
In addition to BMW, fellow Gallery Weekend sponsor Audemars Piguet is hosting a three-day pop-up around Gallery Weekend.
Instagram post from Gallery Weekend Berlin
Beyond events, BMW has worked to position itself in the art world.
For instance, global art platform Artsy and BMW are celebrating art culture by collaborating on a new mobile feature.
The Artsy mobile application now includes personalized city guides that encourage users to explore nearby gallery exhibitions, art fairs and museum shows. Not only will events and artworks be tailored based on consumers’ preferences, but Artsy expects the updated app to refine the discovery-to-purchase art collecting experience (see story).