BMW launches a free AR exhibition dedicated to its Art Cars


BMW has partnered with Acute Art to present its collection of fine art cars in augmented reality (AR) form. The project was launched via the free Acute Art app, making it the first exhibition of its kind. Through the app, anyone in the world can access the exhibit. You can live the 360 ​​° immersive experience of the exhibition, which includes the interior and the exterior.

To download the Acute Art application, you must scan the QR code attached to the PDF using your smartphone via the App Store or Google Play. After opening the application, select BMW Art Cars, then select a car, then the “place” button. Next, you need to point the phone at the ground and tap to place the work, then slide your finger across the screen to rotate it and scale it.


1998 cc | Gasoline | Automatic (double clutch)

Price ex showroom

42,90,000* From

Bmw 3-series-gran-limousine (HT Auto photo)

Bmw X4 (HT Auto photo)


1995 cc | Diesel | Automatic (torque converter)

Price ex showroom

₹ 68.90,000* From

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BMW claims that the real Art Cars were carefully digitized from all angles using a photogrammetry methodology that captured every detail of the artists’ intervention on the car’s surface. Then the cars were digitally assembled to create an accurate representation of these AR art cars. Member of the board of directors of BMW AG responsible for customers, brands and sales, Pieter Nota shares that this collaboration marks 50 years of BMW’s cultural association. “BMW Art Cars have been an integral part of the DNA of BMW’s cultural commitment for 50 years. Finally, they go digital and can be accessed anywhere and for everyone. I am excited about the collaboration with Acute Art as we both seek innovation and cutting edge technology, ”he adds.

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Art car culture was initiated by French racing driver and art lover Hervé Poulain and was conceived in collaboration with BMW Motorsport founder Jochen Neerpasch. The first BMW art car was commissioned when Alexander Calder was asked to design Poulain’s BMW racing car in 1975. Since then, 19 eminent artists from around the world have designed BMW automobiles of their time depicting and reflecting various artistic statements involving art, design, and technology.

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