Back in June BMW introduced in Milan a collaboration with designer Alfredo Haberli and this was for me an additional opportunity to discuss the brand’s design and ethos but this time along with Karim Habib. A french designer based in Munich and currently in charge of Design at BMW, Karim Habib helped me to broaden my vision of BMW products and philosophy.
The bavarian manufacturer which turns 100 in 2016 what shall give many opportunities as we can imagine for surprises to be revealed but until then some appetizers are on the table. Coincidence made me search through my father’s photographies yesterday and looking at his motor sport pictures. So my mindframe was ready for the news about BMW 3.0 CSL Hommage R. which I got early today. Plus I watched Electroma by Daft Punk just a few days ago as I had promised myself to do so after attending the premiere of Daft Punk Unchained documentary film (by Hervé Martin Delpierre) in June. In this documentary there is a scene in which the tapes of Daft Punk’s Random Access Memories album are all stored up into the trunk of a BMW. The car and its valuables being ‘chartered’ from Los Angeles to Portland. Driving across the desert, man and machine facing natural elements equals an ever aspirational and thrilling representation … Plus both, the car and its trunk, setting the highest standards for uncompromising safety and commitment to Design and the Arts. The master tapes aren’t just loaded with 4 years of creative work but a goldmine plenty of music by major contemporary artists. A tribute, a legacy, a forward thinking music design. Legacy is everything when you want to look forward. It is not about digging constantly in the past but taking the time to understand not only flaws but sucesses also to maintain one’s position and achieve better, go higher. The analogy between Daft Punk and BMW is not that farfetched … Anyway I loved this cut in the film, it touched me (yes, seriously), it conveyed strong emotions people evolving in the creative industries can understand better. Hence my feeling.
But for what it is now the news is that BMW 3.0 CSL Hommage R. was introduced during the Concours d’Elegance in Pebble Beach, CA. celebrating 40 years of BMW Group in North America and racing success of the BMW 3.0 CSL in 1975. Enjoy the above photographies ! Looking forward to hearing from BMW !