BMW and Frieze are partnering for the seventh year in a row for the art initiative BMW Open Work. The French artist Sara Sadik has collaborated closely with BMW to present “LA POTION (EH)” – a video and gaming experience that uses BMW’s My Modes and the new AirConsole technology of the BMW i5 as a playing device. The premiere will take place at KOKO inside the BMW Open Work Lounge during Frieze London from October 11-15, 2023. As part of the collaboration, London-based musician Loyle Carner will perform at Frieze Music.
BMW Open Work is a joint initiative between Frieze and BMW that brings together art, innovation, technology, and design in a multi-platform format. Curated by Attilia Fattori Franchini, BMW Open Work invites an artist to develop a project using BMW technology and design. This year, French artist Sara Sadik has been invited to create an ambitious project that combines video games, anime, science fiction, and French rap. The project is inspired by the idea of characters facing challenges and seeking transformation through initiatory stories.
Sara Sadik describes her BMW Open Work 2023 commission as a work that aims to have transformational qualities for its viewers. The video and playable game, titled “LA POTION (EH)”, explore the emotional states of young male characters. The BMW i5 is treated as a character, with the Avatar Neregy using it to explore different worlds in both the video game and video. The work will be displayed outside of KOKO during Frieze Week and played exclusively in the car.
“LA POTION (EH)” is an interactive video game that can be played exclusively in the new BMW i5. It is also presented as a video installation on the terrace of KOKO and inside the BMW Lounge. The viewer follows the Avatar Neregy as he navigates different worlds, completes tasks, and faces challenges in his quest for psychological healing and transformation.
BMW’s Chief Executive Officer in the UK and Ireland, Christopher Brownridge, expresses his delight at the ongoing partnership with Frieze and highlights BMW’s commitment to contemporary art. The collaboration with Sara Sadik has turned the BMW i5 into a special experiential device, using light and sound features to create an immersive experience.
Attilia Fattori Franchini, the curator of BMW Open Work, comments on the collaboration with Sara Sadik, emphasizing the artist’s visionary approach. She believes that “LA POTION (EH)” will guide viewers and players through imaginary worlds and challenges, allowing them to explore their own changing emotional states.
Frieze Music, another collaboration between BMW and Frieze, will feature Loyle Carner as the performer at KOKO Theatre. Loyle Carner is known for his sophisticated style in English Hip-Hop music and has received multiple Brit Award nominations. The joint initiative aims to explore the intersection of music and the arts, providing artists with a platform to showcase their craft.
Emily Glazebrook, the Commercial Director of Frieze, expresses the organization’s excitement about the partnership with BMW and their commitment to exploring art, design, and technology. She looks forward to the collaborations for Frieze London’s 20th Anniversary, with Sara Sadik leading BMW Open Work and Loyle Carner taking the stage at Frieze Music.
For more information about “LA POTION (EH)” and Frieze Music, visit https://frieze.com/bmw-open-work and https://www.frieze.com/tags/frieze-music. Updates on BMW’s cultural engagement can be found on Instagram at @BMWGroupCulture.
The BMW Open Work Lounge and “LA POTION (EH)” can be visited at KOKO by Frieze ticket holders and members of The House of KOKO during Frieze London.
BMW i5 M60 xDrive*:
Power consumption combined in WLTP cycle: 20.6 – 18.2 kWh/100 km
Electric range in WLTP cycle: 455 – 516 km
*All figures are preliminary values.