The BMW Group is promoting art and art lovers in the Middle East with the launch of a new initiative called BMW Contemporary. The purpose of the initiative is to create and strengthen intercultural dialogues and instigate the development of curiosity and imagination.
BMW Contemporary will serve as a platform for artists, art lovers and collectors across the Middle East to interact and share their bespoke collections with the public through a series of episodes that will be streamed online on BMW Group Middle East’s social media channels throughout the year. Called “The Art of 7”, the first episode will feature the renowned Egyptian artist, Youssef Nabil, and Sheikha Paula Mubarak Al Sabah, a high-profile art lover and collector from Kuwait. They will be introduced by Art Consultant and Curator Ali Khadra. In the episode, Sheikha Paula will provide exclusive access to her extensive collection housed at her estate in Kuwait. Viewers will also get a chance to immerse themselves in Youssef’s world of glamour, departure and loss.
Commenting on the initiative, Christina Heidlberger, BMW Brand Management, Marketing Services and Event Manager for BMW Group Middle East, said that the BMW Group has a longstanding history of supporting various arts and cultural platforms in the past 40 years, with hundreds of initiatives launched on a global basis. BMW Contemporary will seek to nurture regional talent in this vein and will showcase the fact that creativity truly has no boundaries. She expressed her hope that the online episodes will not only interest but also inspire people across the region.
Cultural commitment is an integral part of the BMW Group’s corporate culture as the company believes that unrestricted freedom is just as important in the art world as it is for ground-breaking innovations within business. “As a car company, we see many synergies with the Art & Culture world. We both strive for innovation, and creativity in many respects be it design or how we engage with our audiences,” continued Heidlberger.
The BMW Group focuses its cultural cooperation initiatives on jazz and classical music, modern and contemporary art, architecture and design.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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