BMW iX1 vs. Tomorrowland, by Steve Aoki
Search
Close this search box.
ADVERTISEMENT
ART

BMW iX1 vs. Tomorrowland

BMW and Tomorrowland: Premiere of the all-electric BMW iX1 on the first day of the electronic music festival in Belgium.

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.”

 

BMW iX1 x Steve Aoki @ Tomorrowland

AUTHOR: 

JESSICA MCCORMICK

Leave a Reply

Your email address will not be published. Required fields are marked *

Share ARTICLE

Trending

Tesla Cybertruck at Electrify Expo Phoenix

Tesla's Market Share Slips as Non-Tesla EVs Surge in April 2024

Photo of Three-quarter view of 2024 Chevrolet Blazer EV SS in Radient Red Tintcoat on a road with trees. Preproduction model shown. Actual production model may vary. 2024 Chevrolet Blazer EV available Spring 2023.

2024 Chevrolet Blazer EV Prices and Range Revealed

Industry Day 2024 - The Environmental Impact and benefits of Electrifying Everything Everywhere All at Once - Chris Harto (Consumer Reports), Kevin Tubbs (Oshkosh), Matthew Hofmann (Living Vehicle), Aaron Dyer (Southern California Edison), Pete Boudreaux (Rad Power Bikes)

Industry Day 2024: The Environmental Impact of Electrifying Everything Everywhere All at Once

ADVERTISEMENT
With an off-road electric skate, your adventures will be limitless
BLUETTI AC200max banner
Men's EVRYjourney Black 500W