I missed the news late 2008. Happily I finally fell upon it: the "Kinetic Sculpture" by BMW at the BMW Museum in Münich! What a wonderful piece of art. Because yes, it is art. Brand art to be more precise. A new smart way of communicating a few brands have started to exploit. To our great joy!

Speaking about brand art by BMW, here is what the Kinetic Sculpture is: "The Kinetic Sculpture is a metaphorical translation of the process of form-finding in art and design. 714 metal spheres, hanging from thin steel wires attached to individually-controlled stepper motors and covering the area of six square meters, animate a seven minute long mechatronic narrative. In the beginning, moving chaotically, then evolving to several competing forms that eventually resolve to the finished object, the Kinetic Sculpture creates an artistic visualisation of the process of form-finding in different variations." This is the explanation of German creative agency Art+Com that is the designer of tha wonderful object.

This sculpture must have a whaouh-effect on anyone. Brilliant. Not that the kinetic art is brand-new (dates back to the 60s) nor that BMW is the first brand to use brand art (see other brands using it here). Or that I'm a pro-BMW since I'm the happy owner of a classy (yet a little bit show-off yes, I acknowledge it) beamer that makes us confirm BMW's baseline "Sheer driving pleasure". Or that the kinetic sculpture is mesmerizing, you could starring at it for ever. No, it's not just that. Once the 7mn-pleasure fix passed, what is brilliant is that expression is a mere reflect of what the brand is: a master of technology and a creative brand always at the vangard, whatever the field of expertise. When the result of the creative process fits so well to the brand, what a powerful brand tool!

So I'd only have one word: bravissimo!!

And if you'd like to practise your kinetic sense of art, you can go on the BMW kinetic website to make your own work of art and exhibit it in the gallery! Here.

Source: www.artcom.de