The show-installation “Who Am I? A human-robot performance”, developed by the team of the art and technology studio H3, debuted in the selection of Ars Electronica, the most important art and technology festival in the world. BMW 4 Series Coupé, one of the most sophisticated and emotionally charged models of the brand, made its presence felt in a special installation during the event, more than a month before the official debut on the market, on October 24.
The debut of “Who Am I” was presented in the multidisciplinary project, H3 Garden simultaneously with the exhibition of interactive lighting installations and the series of live concerts Kaustik Nights. The event also marked or parted: the “Silk Industry” industrial space from the communist period, located in the heart of Bucharest and regained for cultural projects, is to be demolished to make way for new commercial and residential areas.
Until now, Popa Nan 82 has been the space for the creation, production and presentation of art installations created by the H3 team.
“Who Am I? A human-robot performance” is a unique show-installation that combines in contemporary, theatre and lighting installations with a unique protagonist – Kuka – an industrial robot that weighs a ton and a half and was previously used in the production process at the BMW plant in Regensburg (Germany).
The project speaks through spectacular visual constructions about the connection between creator and creation, about the search for identity, about how objects can acquire identity and life. The myth of Pygmalion is one of the main points of inspiration.
At the centre is Kuka, in an incredible transformation of the industrial robot into an emotional performer with choreographer Andrea Gavriliu, offering a strong contrast between mechanical and organic. The 400 m2 H3 Gardens industrial hall, with the performance designed only for 35 spectators, added to the show intensity, providing the basis for a personal and immersive experience.
In this context, the new BMW 4 Series Coupé was presented in a lighting installation located next to the Kaustik Nights concert stage. The installation only hinted at the shapes of the new model, it was an invitation to discovery. “We are a German brand built on technology, engineering and performance. With a slogan that celebrates 45 years and speaks of joy – “The sheer driving pleasure” – we are also a brand built on emotions and experiences.
The BMW 4 Series Coupé illustrates very well this combination of technological excellence and driving pleasure. Ars Electronica, with a dialogue between art and technology, and “Who Am I? A human-robot performance”, with a robot that has become a performance artist, we have an excellent setting that allows us to show the two facets of our brand.
We are very happy that we were able to be part of this project, especially since in the foreground is a former BMW employee”, explains Dr Josef Reiter, Managing Director of BMW Group Romania.
The new BMW 4 Series Coupé is a model defined by a bold design, dominated by a new front grille and a language of shapes with precisely contoured lines, but also harmoniously defined shape, almost organic. The unique design gives the new model a clear position in the BMW range, with a distinct identity.
At the same time, the middle-class coupé has always been dedicated to driving pleasure, and the BMW 4 Series Coupé is perfectly prepared for this by specific proportions, perfect centre of mass distribution, chassis rigidity, sophisticated TwinPower Turbo engine technology.
But performance comes with respect for the environment: respecting the brand’s sustainable development philosophy, power is delivered efficiently – all engines, except the top of the range petrol, the availability of 48V mild-hybrid technology and compliance with Euro 6d emissions standards.
The collaboration of BMW and “Who Am I? A human-robot performance” continues with the preparation of a short film about the meeting between creator and creation – this time with the Kuka robot in the position of the creator, and BMW 4 Series Coupé as the object of creation.
The project aims to explore the spectacular design of the new model in the emotionally charged space of “Who Am I? A human-robot performance” performance art, building on the double identity of the Kuka robot – from a production tool in a BMW factory to an artist.