BMW Brings Joy to Frieze LA with artist Esther Mahlangu

Last week during the  Frieze Los Angeles art fair, the BMW Group unveiled a special collaboration with iconic South African artist Esther Mahlangu, presenting a unique project that seamlessly merges artistry with automotive innovation. The result was the BMW i5 Flow NOSTOKANA, a vehicle like no other, intricately crafted to reflect Mahlangu's distinct aesthetic language. As Stella Clarke, Research Engineer Open Innovations at the BMW Group, reflects, "Her art inspired me years ago, back when the concept of color change on a car was just an idea in my head. Now, being able to realize this idea and work with Esther Mahlangu is absolutely surreal."

Mahlangu's art draws inspiration from the intricate patterns found in the traditional clothing and jewelry of the Ndebele people. Known for her vibrant and geometric compositions, her paintings often command large-scale canvases. Her approach involves translating the traditional Ndebele mural art, traditionally done on adobe cow-dung walls, onto various surfaces such as canvas and metal alloys. One of her distinctive trademarks is the incorporation of white bounded lines arranged diagonally or in chevron shapes, a pattern that she signs with the initials "E M" in beads.This 88-year-old artistic prowess shines through in every detail of the BMW i5 Flow NOSTOKANA, where her signature colors and geometric patterns come to life through electronically animated sections of film adorning the vehicle's exterior. This innovative use of electrophoretic color changes not only pays homage to Mahlangu's heritage but also transforms the sedan into a dynamic work of art, captivating viewers with its ever-changing compositions. Beyond its visual allure, the BMW i5 Flow NOSTOKANA serves as a tribute to Mahlangu's enduring legacy as an artist and cultural icon. Known for her Ndebele paintings, Mahlangu's reinterpretation of traditional ornamentation has transcended boundaries, finding expression on canvases, carpets, and now, the sleek contours of the BMW i5. 

Renzo Vitale, Creative Director of Sound at the BMW Group, adds another layer of depth to the project with a bespoke sound experience that complements Mahlangu's visual narrative. By incorporating Mahlangu's voice, feather brush sounds, and studio ambiance, Vitale creates an immersive auditory landscape that mirrors the vibrancy of her artwork.With 1,349 individually controlled film sections developed in collaboration with E Ink, the BMW i5 Flow NOSTOKANA stands as a testament to the rapid advancements in color-change technology. From the BMW iX Flow to the i Vision Dee, each iteration represents a milestone in innovation, culminating in the latest phase of development embodied by the i5 Flow NOSTOKANA. In essence, the BMW i5 Flow NOSTOKANA is more than just a vehicle; it is a testament to the enduring power of art and technology to inspire joy and creativity. As Clarke aptly notes, "The word joy is definitely something that she conveys not only in what she does, but in terms of everything that she exudes." From its mesmerizing color changes to its captivating soundscapes, this collaborative masterpiece is a celebration of joy, innovation, and the boundless possibilities of artistic expression.