Frank Stella is one of the giants of Modern minimalism, and Roy Lichtenstein will always be remembered for elevating the graphic language of newsprint comics to oil-on-canvas ‘high art’. But a whole generation of disco-era gear-heads will likely remember first being introduced to these guys (and others like them, including my favorite Robert Rauschenberg, RIP) via their participation in the BMW art cars marketing scheme. Stella’s “graph paper”/grid design for his M3 is typically judged to be the best of the lot, Warhol’s painted-right-on-car version has not surprisingly not really stood the test of time, and Lichtenstein’s looks like a Lichtenstein. BMW got gigantic ROI on this program, by associating their brand forever-more with edgy/urban/cool people and being among the first companies to merge cold industrial design products with hot high art. And they recently revived the program after some fits and starts through the ‘90’s, with current artworld hothot Olafur Eliasson contributing a bunch of whack-a-doodle car-ish designs and some sculpture under the aegis of the program.
Trek, one of the pedal-powered brands benefiting most from wealthy eco-conscious consumers’ shift from high-octane to high-calorie-burn, recently took a page from BMW’s playbook and has introduced it’s Stages line of artist-designed Madone model road bikes. @lancearmstrong just tweeted his reaction to the Damien Hirst model direct from Stage 18 of the Tour de France; personally I’d rather have the Yoshitomo Nara model in about a 52cm frame size please (confidential to Trek marketing program manager: if you are listening and see this post come through your blog alerts system, just think of me as a potential brush-fire in the cycling-mad Seattle market with these things… i’m just saying :). And then there’s the Shepard Fairey model – I mean, WTF, that guy is just everywhere (including Spring Creek Group worldwide headquarters, where several of his original Andre the Giant OBEY street-art wheat-paste posters from the mid-‘90’s adorn our walls. Yep, we’re just that OG).
Check them out – I can guarantee that if you showed up to your usual Saturday morning weekend ride on one of these things, you would be throwing down a seriously blingy gauntlet to the group…