BMW & Alexander Wang: Creators Project
Film and event experiential event
“I always hope to put my mind to something that is outside the normal medium of how I work.”
When legendary fashion designer Alexander Wang teamed up with BMW to launch the new 1 Series sedan, we knew this collaboration was destined to redefine the car design and fashion worlds. Wang’s concept, Inside Out, flipped the script on traditional car design—putting leather on the exterior and chrome on the interior, making the 1 Series a true work of art.
VICE and Creators Project were brought in to create a profile film that delved into the creative genius behind this groundbreaking collaboration. To top it all off, we built an awe-inspiring car unveiling at Yohood, Shanghai’s largest street fashion event. It was here that attendees were invited to witness Wang’s vision firsthand—experiencing not just the car, but the entire fusion of fashion and automotive design that redefined both.
As the design director, my mission was to ensure that every touchpoint—from the film to the photography to the event itself—spoke to the DNA of this collaboration. I carefully injected Alexander Wang’s signature styling and iconic art direction into every aspect of the project, ensuring that his bold and distinctive voice was felt in every frame, every moment, and every detail. The result? A stunning fusion of high fashion and cutting-edge automotive design that left the world in awe.
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.
