When BMW does an art car, they tend to do it right – this time, they’ve partnered with superstar DJ Steve Aoki at Tomorrowland, 2022.
A Tomorrowland festival hadn’t been held in Belgium since 2019, but July 2022 finally saw Tomorrowland come back with gusto. Held across three weekends instead of two, the festival got to expand its message and reach via a partnership with BMW.
The partnership helped introduce BMW’s new electric SUV, the iX1. For the festival, BMW had created the “Magical Forest of Joy” to celebrate sustainability and the joy of music. There, a special iX1 was on display that showed off a custom wrap co-created by Grammy-nominated producer, artist, and fashion designer Steve Aoki.
The art car’s wrap features a vibrantly colored, nature-themed print and various “messages of joy” written on it, all coming from fans who had shared personal messages, feelings, and positive thoughts about the future.
The car was on display inside the Magical Forest of Joy for all three festival weekends, where visitors could pose for photos and videos with the iX1.
The BMW iX1 is set to be BMW’s cheapest EV and an entry-level vehicle for new EV drivers in Europe.
BMW Auto Group has been pursuing a broader expansion of its music strategy since 2019, with music acting as an important ingredient in the company’s global marketing mix. “Music inspires, shapes memories, and encourages people to come together. It speaks one global, emotional language,” says Stefan Ponikva, Head of Brand Communication and Experience. “As a relationship brand with ‘joy’ at its core, Tomorrowland is a perfect match for us as a brand engagement.”