Goodby Silverstein & Partners
Fri, 07 Oct 2022 15:50:23 GMT
BMW announced today a second collaboration with New York lifestyle brand Kith, featuring a fully-electric, limited-edition BMW i4 Gran Coupe customised by Kith founder and noted BMW enthusiast, Ronnie Fieg. Unveiled during Paris Fashion Week at the Kith store in Paris, the BMW i4 M50 by Kith will be strictly limited to seven examples worldwide, each presented in a custom Kith Vitality Green paintwork over BMW Individual Caramel Merino leather upholstery with additional unique details throughout. A new 51-piece lifestyle collection featuring the same signature colours debuted in parallel.
BMW also adapted its iconic roundel on the BMW i4 M50 by Kith. The fusion badge adds an extra ring around the roundel trimmed in matching Kith Vitality Green with a signature model inscription. Inside the vehicle, a similar logo with the subline ‘Elektro Auto’ can be found etched into the cup holder lid, and ‘Kith Exclusive Edition’ has been laser-engraved on the dashboard trim panel. The caramel interior is punctuated by Kith wordmarks embossed on the headrests and front centre armrest.
As an homage to BMW’s earliest exploration of electric vehicles, Ronnie also reimagined the classic BMW 1602 Elektro – the first-ever electrified BMW, of which two original examples were created to serve as support vehicles during the 1972 Munich Olympic Games. The 1972 BMW 1602 Elektro by Ronnie Fieg adds bespoke Kith details inside and out along with a colour scheme to mirror the BMW i4 M50 by Kith. The extraordinary classic vehicle will be presented to Ronnie for his personal collection in celebration of the collaboration.
The BMW i4 M50 by Kith underscores BMW’s continuous focus on lifestyle, luxury, and fashion – key areas for interacting with new and existing customers. Building off 2020’s partnership which saw all 150 editions of the BMW M4 Competition by Kith sell out in 30 minutes, the BMW i4 M50 by Kith will be limited to just seven examples, one of which will be auctioned to a global public audience.
As part of the launch, the BMW i4 M50 by Kith will also be featured on Clear Channel’s 14,000 sq. ft. 3D billboard in the heart of New York City above the EDITION hotel on the corner of 47th Street and Seventh Avenue on October 3rd, 2022, from 8:00 pm to 10:00 pm EST. Set against the vibrant backdrop of Times Square in midtown, Manhattan, the three-dimensional immersive animation ushers in a new frontier of digital advertising for BMW.
“To launch a second 3D billboard for BMW - this time in collaboration with Kith - brings different and exciting aesthetics together into a single fast-paced animation. We couldn’t be happier with the result,” said Matthew Edwards, executive creative director at Goodby Silverstein & Partners.
The animation, made together with GS&P and 3D animators, Cekai, starts with the 1972 BMW 1602 Elektro – the first-ever electrified BMW, of which two original examples were created to serve as support vehicles during the 1972 Munich Olympic Games. The conveyor belt-like road drives viewers into the future at increasing speed, morphing the original BMW 1602 Elektro into Ronnie Fieg’s 1 of 1 interpretation of the classic vehicle painted in Kith Vitality Green. Finally, the BMW 1602 Elektro by Ronnie Fieg transforms into the all-new BMW i4 M50 by Kith, featuring an impressive power slide moment before retreating back into the garage to recharge.
BMW and Kith’s highly exclusive electrified masterpiece packs plenty of performance. The 536-horsepower BMW i4 M50 – BMW M GmbH’s first fully-electric performance model – blends the functionality of the Gran Coupe design with the instantaneous power delivery of BMW’s latest 5th generation eDrive technology. Launched in March with an estimated EPA range of up to 270 miles on a single charge, the all-electric, all-wheel-drive powerhouse combines class-leading driving dynamics and uncompromising quality to deliver a zero-emissions BMW worthy of the Ultimate Driving Machine moniker.
Categories: Automotive, CarsGoodby Silverstein & Partners, Fri, 07 Oct 2022 15:50:23 GMT