Click it and Unblock the Notifications
BMW Gallery: A Cultural Hub Showcasing Art And Elevating The Brand In Manhattan
Manhattan's bustling streets might not seem ideal for cars, yet it remains crucial for car brands like BMW. Despite its traffic, the city is a hub of culture and finance, offering a vast potential customer base. For years, BMW of North America struggled to establish a significant presence here after taking over from Max Hoffman in 1975.
Initially, BMW's presence in Manhattan was limited. The only dealership was small and shared space with Volvo. Franchise laws blocked BMW from opening another dealership or buying out the existing one. However, they found a way to engage potential customers without selling cars directly.
Under Dr. Günther Kramer's leadership, BMW NA evolved into a sophisticated entity. Sales soared nearly fivefold in its first decade. Recognising the need to enhance its premium image, BMW launched the BMW Gallery concept. This initiative aimed to showcase art alongside their vehicles, aligning with the brand's cultural values.
The first BMW Gallery opened at 320 Park Avenue in 1986. It featured art exhibits that resonated with New York City's cultural scene. The gallery hosted "BMW & Five American Artists," displaying five of six BMW Art Cars created by renowned artists like Alexander Calder and Andy Warhol.
The gallery became a venue for various art forms beyond the Art Car project. It staged photography, painting, and video art exhibits unrelated to cars. Collaborations included exhibits with Mystic Seaport Museum and Southeast Center for Contemporary Art, showcasing diverse artistic expressions.
The gallery's location was strategic—a ground-floor corner space with large windows on two sides. This bold corporate statement successfully elevated BMW's brand image in Manhattan while attracting potential buyers.
Legacy and Influence
The lease for the BMW Gallery expired in 1998, marking the end of its mission to boost brand awareness and convert visitors into customers. By then, BMW had addressed its underrepresentation in New York City by opening a new dealership at 555 West 57th Street.
This new facility allowed BMW to sell and service vehicles directly within its expansive 228,000 square feet space. The success of the gallery inspired other luxury brands to establish similar "brand houses" in Manhattan.
BMW's commitment to art has been longstanding, with the gallery making this dedication visible in a prime Manhattan location. "It was a lovely ground-floor space on the corner of the building," said Tom McGurn, former public relations manager at BMW NA.
The gallery hosted several Art Car exhibits over time. In November 1990, it reprised "BMW & Five Artists," featuring an E30 M3 race car painted by Ken Done instead of Robert Rauschenberg's 635CSi.
The concept of blending art with automobiles set a precedent for other luxury brands aiming to enhance their reputation through cultural engagement. Despite newer brands adopting this approach, the original BMW Gallery remains iconic.
Continue with Google