HIGH PERFORMANCE MEETS HIGH FIDELITY.
The Coachella Valley Music & Arts Festival in California is one of the largest and most famous of its kind in the world. In addition to the wide-ranging live music program and its art installations, it is the location that makes for the festival’s unique vibe. The spectacular landscape and architecture in the Coachella Valley provide the perfect backdrop not only for a host of great music acts, but also to showcase the unique design of the BMW XM. The international team of social media stars invited by BMW couldn't agree more as they came together to create highly emotional shots with a unique aesthetic of the electrified high-performance model.
INTERNATIONAL CO-CREATORS AND THE BMW XM.
An international and diverse team of artists, creatives and athletes came together with the BMW XM in the Coachella Valley to be inspired. Icelandic actor and former professional soccer player Rúrik Gíslason, German rapper Badmómzjay and TikTok star Lena Mantler used the unique atmosphere and vibe of the Valley to create multimedia content for their social media channels, presenting the BMW XM in a new light. The international social media star line-up is complemented by numerous other key opinion leaders from the fields of music, art and sport such as Jon Batiste, Yusra Mardini, Nemanja Gasic, Chase Hudson, ARTLANTA, Chris Brickley and Gashi.
THE BMW XM SPARKLES WITH UNIQUE AESTHETICS.
With its dynamic lines, expansive surfaces, muscular proportions and sharp edges, the BMW XM is, in its own way, just as spectacular as the surrounding landscape and architecture in the Coachella Valley. What must have made things even more appealing for the content creators were the exclusive BMW Individual special paint finishes the festival cars boasted. Colour shades including BMW Individual Sakhir Orange metallic, BMW Individual Le Mans Blue metallic, BMW Individual Anglesey Green metallic, BMW Individual Sepang Bronze metallic and BMW Individual Sao Paulo Yellow solid offered a visually imposing spectrum of colours with beguiling shimmer effects and arresting deep gloss, providing a dynamic counterpoint to the spectacular desert landscape and the modern interpretation of mid-century architecture.
IMPRESSIVE SYMBIOSIS.
The Coachella Valley near Los Angeles is known for its scenic contrast between a rugged desert landscape and green oases with date palms. In addition to numerous pretty cafés and bars, the character of the valley is expressed by modern villas in a sprawling bungalow style. The iconic architecture and the proximity to unspoiled nature sparked the inspiration to capture images of incomparable aesthetics and provided the perfect backdrop for a progressive vehicle like the BMW XM. The partnership between BMW and the Coachella Festival is now in its sixth year and promotes exchange with up-and-coming creatives at the cutting edge.
