BMW Contemporary
BMW Contemporary brought together Middle Eastern artists and collectors under a unified, art-driven brand.
I led the project end-to-end, from casting and scripts to design, branding, and logo. We launched it through exhibitions, events, and digital experiences that celebrated the region’s creative energy.
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Design Concept
Taking inspiration from art, It’s amazing how much effective use of the negative space influences the look and feel of a design. If done right, visuals get that artistic, luxury feeling, and a true reflection of contemporary art.
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Design Elements
We created a new brand image that positioned BMW at the center of the art community. They developed a captivating brand name, logo, corporate identity, and design elements that resonated with the artistic ethos, successfully establishing BMW as a true patron of the arts
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Contemporary Logo
The logo was designed to reflect the spirit of modern art, using negative space as a guide, the logo is bold, expressive, and inspired by diversity. Just like in contemporary paintings, each element represents a different perspective.
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Teasing the Vision
To announce the project and intrigue both customers and the art community, we created branding with the same artistic look and feel, hiding subtle messages about what art means to BMW. A scannable code revealed the event date, inviting deeper discovery.
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Branding OOH
The branding was created to reflect the essence of art, evocative, diverse, and expressive, while intentionally minimizing the overt commercial presence of BMW.
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A New Standard
This is now the official brand identity for BMW Arts & Culture in the Middle East, named Contemporary. It serves as an umbrella for all related initiatives, from branding to activations, unifying them under one expressive, art-led vision.
Driving THE ART Culture Forward
In 2016, we collaborated with BMW Group to launch BMW Contemporary, an initiative uniting artists and collectors across the region. Through a carefully crafted strategy, we positioned BMW Group as a supporter of art in the Middle East, encompassing branding, look and feel, and rollout.
Our goal was to highlight the cultural commitment ingrained in BMW Middle East Group's corporate culture, reflecting the belief in unrestricted freedom for both art and groundbreaking innovations in business. This resulted in a captivating experience showcased through online episodes and BMW Group Middle East's social media channels throughout the year.
Episode 1
In the first episode of "The Art of 7", an exclusive series by BMW Contemporary, art patron Ali Khadra introduces us to Youssef Nabil, internationally acclaimed artist, born in Cairo (Egypt), living in New York and Paris. Together, Khadra and Nabil visit avid art collector Sheikha Paula in Kuwait, where they discuss Nabil's latest project “I saved my belly dancer”, which he worked on with Salma Hayek and Tahar Rahim.
Episode 2
Her Excellency Sheikha Paula Al Sabah, a true connoisseur, passionately shares her deep-rooted love for art. In her profound insights, she emphasizes how art transcends verbal language, becoming a universal communicator of culture and understanding. With a collector's heart, she embraces the transformative power of art in fostering connections that words alone cannot express.
Episode 3
Exploring the depths of artistic philosophy, Ali Khadra and Youssef Nabil embark on a thought-provoking journey in the luxurious all-new BMW 7 Series. Amidst their drive, they delve into profound discussions about the interplay between technology, art, and fame. As they navigate the roads, they ponder the immortal words, "Art is never finished, it is only abandoned," unraveling the enigmatic nature of creativity.