BMW x ALEXANDER WANG
Overview:
BMW partnered with Alexander Wang to launch a special 1 Series sedan inspired by his Inside Out concept, reversing familiar automotive materials by bringing leather to the exterior and chrome to the interior.
As Design Director, I led the visual direction across the collaboration’s key touchpoints, translating Wang’s fashion language into a cohesive creative system spanning film, photography and experience. Working with VICE and The Creators Project, I helped shape both the profile storytelling and the physical presentation around the launch.
The project culminated in a large-scale unveiling at Yohood in Shanghai, where the car was presented as both product and cultural object. Across every expression, the goal was to create a consistent visual world that connected Alexander Wang’s aesthetic with BMW’s design language in a way that felt credible to both fashion and automotive audiences.
Role:
Creative Director
Client:
BMW
Year:
2016
Agency:
VICE Media
Inside out - The Car
We put together a photoshoot to create a set of stills used to showcase Alexander Wangs iconic BMW 1 series. His concept was Inside Out, which means he flipped the interior & exterior textiles, textures & colours. I wanted to maintain Alex’s simplistic aesthetic, so we focused on high contrast lighting to accentuate and highlight the cars detailing and shapes.
Alexander Wang: Profile film
We created a short profile film that was spread online, as well as played at the Yohood event itself. We wanted to give people an idea of who Alex is, and what the inspiration is behind the project.
Projecting speed
It wasn’t enough for people to look at Alex’s car, they had to feel the spirit of the 1 series. At Yohood, Shanghai’s biggest streetwear event, we setup a head turning trial experience. Using projections and mirrors, we created a visual and auditory room experience that brought Alexander’s car to life. At the end of the experience the lights switched on, and a BMW expert took you through all the amazing details of the car. Additionally we had a second car outside, where passersby could see the base model of the 1 series sedan.
