Issa PR and Crane.tv / Cult will launch an exclusive new film project with luxury automotive brand BMW, showcasing a tour of world leading private art collections throughout Europe. The BMW Art Guide Social Experience will send two leading influencers to cultural centres, including Houghton Hall in Norfolk and Turin, Italy, to explore inspiring private collections from the BMW Art Guide by Independent Collectors.
The one of a kind guide to private collections accessible to the public worldwide, is the first collaborative publication emerging from the partnership which was established in 2009 between BMW and Independent Collectors—the worldwide largest community for art collectors. The 2016 launched, expanded edition of the BMW Art Guide, includes collections from countries such as South Korea, Romania and Lebanon. It is also available as an eBook. The featured portraits illustrate 256 collections in 43 countries and 180 cities—including some that are showcasing their collection for the very first time.
Two short films will document the intimate experience capturing influencer reactions in each city while visiting some key landmarks, which will be led by a local owner/collector. Art expert Francesca Gavin (contributing editor for AnOther Magazine and Sleek; formerly Visual Arts Editor for Dazed Magazine) and social influencer, Pari Ehsan will be interviewed in the UK and Turin viewing private collections of Lord David Cholmondeley of Houghton Hall, one of England’s finest Palladian houses built in the 1720s for Great Britain’s first prime minister, Sir Robert Walpole.
In Turin, Patrizia Sandretto Re Rebaudengo, the founder and President of Fondazione Sandretto Re Rebaudengo’s collection will be explored. Transported by BMW’s i8 and 7 Series cars, through small and digestible doses of information the films will allow the influencer and audience to explore their own opinion of the collections with the aim to stimulate organic conversations on and offline.
Issa PR will lead and execute PR for the project to drive visibility around the new creative endeavor. Cult will spearhead production building on sister company Crane.tv’s cultural expertise, which includes production of visual assets to capture interactions between influencer and collector in real time
“We are thrilled with our partnership to work with a world recognized, automotive brand like BMW on this forward-thinking project.”, said Viet N’Guyen, CEO of Issa PR. “Issa PR has spearheaded a wealth of art, culture and lifestyle campaigns at Art Basel, Miami, Colette in Paris, as well as Frieze and Fashion Week in New York. This project’s scope will capture real-time reactions from talent to generate content that is organic and unaffected while highlighting BMW’s latest releases – the i8 and 7 Series – and extensive legacy in art.”
Both films will be available to view at BMW and Independent Collectors’ channels, as well as Crane.tv.