For the third year in a row, BMW has collaborated with the popular Coachella Valley Music and Arts Festival to promote its ‘i’ brand, and the results are… interesting. Behold, the latest BMW art cars!
Okay, they’re not quite Warhol specials but they’re certainly befitting of the festival. The marque will be partnering with Coachella headliner Khalid for the collaboration, with the artwork for his new album ‘Free Spirit’ inspiring the look of the i8s.
“I love road-tripping, hopping in my car, and driving back home to El Paso is 12 hours each way from LA,” said Khalid.
“To me, BMW, especially BMW i8, is the embodiment of freedom on the road.”
A ‘Pit Stop’ is planned by BMW and Khalid for fans to be able to pick up exclusive merchandise, grab a bite to eat and listen to music. The installation will be based at BMW Palm Springs, which will be ‘transformed into a must-see fan experience away from the festival site’.
Joining Khalid on BMW’s #roadtocoachella campaign will be celebrities Paris Hilton, Lena Gercke, Laura Marano and ‘other influencers’.
If your eyebrow is raised right now, what do the Californian youth love as much as art, music festivals, beanbag startups and influencers? That’s right, electric cars…
The ‘creative design interpretation of BMW i electric vehicles’ allegedly ‘reflects the special, diverse spirit of the festival’. In fairness, it’s not the first time BMW has fraternised with successful musicians. Who remembers Madonna’s BMW M5 joyride?
“The variety of live concerts at Coachella Festival is a great playground for creativity,” said Stefan Ponikva, head of BMW brand experience shows and events.
“At Coachella, the internationally most famous stars of the industry meet the most enthusiastic audience. Innovation and inspiration are the values that BMW i shares with the iconic festival, making it an ideal partner.”
Coachella 2019 opens this weekend (April 12th) and carries through to the April 21st.