Sara Sadik’s Innovative BMW Open Work Unveiled at Frieze London 2023
Sara Sadik's Innovative BMW Open Work Unveiled at Frieze London 2023
- Frieze and BMW’s annual initiative, BMW Open Work 2023, presents Marseille artist Sara Sadik’s film installation and video game for the BMW i5 at Frieze London.
- Sadik’s project explores emotions and masculinity, with an interactive game and video installation, using the BMW i5 as a canvas for creative expression.
- This innovative collaboration continues BMW’s commitment to interdisciplinary dialogue, marking a unique direction for the BMW Open Work Commission.
rieze and BMW have revealed plans for the BMW Open Work 2023, an annual collaborative initiative curated by Attilia Fattori Franchini that merges art, technology, and design in a groundbreaking format. Marseille-based artist Sara Sadik takes the spotlight this year, presenting a film installation and video game designed for the new BMW i5 at KOKO in Camden Town, London. The debut of these works is set during Frieze London, which will run from October 11 to 15, 2023, marking the fair's 20th anniversary and most internationally diverse edition yet.
Sadik’s creative realm straddles the boundary between fiction and documentary, drawing inspiration from video games, anime, science fiction, and French rap. Her commissioned project, titled “LA POTION (EH),” encompasses an interactive game tailor-made for the fully electric BMW i5, developed in collaboration with BMW Gaming and Innovation Lab experts. Additionally, a video installation will grace the exterior of KOKO and the BMW Lounge. The project explores shifting emotional states of young male characters and their journey towards moral and physical transformation. By visualizing emotions and delving into the construction of masculinity, Sadik’s work probes ethical codes and societal frameworks.
Attilia Fattori Franchini, Curator of BMW Open Work, expressed excitement about Sadik’s exploration of art, gaming, and digital technology, which represents a fresh direction for the initiative. Hedwig Solis Weinstein, Head of BMW Arts & Thought Leadership Collaboration, emphasized the project’s aim to foster interdisciplinary dialogue across art, innovation, technology, and design.
Sara Sadik follows in the footsteps of past BMW Open Work artists, taking her place alongside a lineup including Nikita Gale (2022), Madeline Hollander (2020-21), Camille Blatrix (2019), Sam Lewitt (2018), and Olivia Erlanger (2017). This new collaboration promises to push artistic boundaries and invigorate the intersection of art and digital technology, utilizing the dynamic canvas of the BMW i5.
