BMW Open Work is inspired by Umberto Eco’s literary essay Opera Aperta (1962) which proposes the idea that artworks are constituted in part by the public or by chance and are therefore open to a wide range of interpretations. Over 50 years later his idea has been embraced by artists across the world, from YouTube memes to fan-fiction; from music remixes to performance art; the possibilities for artists and audiences to connect are endless.
This was brought to life within Olivia Erlanger’s installation for this years fair; As humans begin a mutative synthesis with our machines, ‘Body Electric’ considers the changing relationship that we have to the environment, as our embodied experience of the ‘natural’ becomes increasingly mediated and distorted by objects of our own design – Olivia Erlanger
Similarly, the first-ever BMW i8 roadster is the most desirable design icon, introducing a unique and innovative connection between technology and nature, creation and experience, artist and audience, vehicle and driver. Throughout the event the concept of connecting and creating a new sensory reality and relationship with these seemingly disparate elements was highlighted within every aspect of the design experience. This was most apparent within the VIP closed room i8 roadster 'reveal' where we used light and sound to enhance distinct elements of the vehicle and create a link between it and the viewer before finally revealing it to the audience.