BMW Asia partners with Esplanade, a leading performance arts centre in Asia Pacific

 A partnership designed to drive creativity, innovation and excellence

Singapore - BMW Asia announced a strategic partnership with Esplanade – Theatres on the Bay, a melting pot of cultures in Singapore and the region.

BMW Asia understands that a magnificent performance results from innovation derived from passion and dynamism refined by elegant grace. Its new relationship with Esplanade has been forged through a mutual dedication to invoke excellence, creativity and innovation, among artists, aficionados and drivers alike. Through this sponsorship, BMW will be making a significant contribution to Esplanade’s efforts in presenting a diverse range of quality arts and cultural programmes for all to enjoy.

As an architectural icon in the heart of Singapore, and one of the world’s busiest performance arts centres, Esplanade is host to a rich annual calendar of arts programmes encompassing all genres from music to dance theatre and visual arts. Esplanade stands at the forefront of efforts to promote the appreciation of the arts. BMW Asia’s relationship with Esplanade was forged when it came on board as the Principal Sponsor for the acclaimed Berliner Philharmoniker’s performances under Esplanade’s Classics programme series in November 2010.

In 2011, BMW Group celebrated 40 years of international commitment to culture. Modern & contemporary design, art, and performance share many similar characteristics with every BMW automobile and the heritage and passion behind the brand. The true beauty in every great work of art is its ability to inspire, create and spread pure joy - this is exactly what every BMW vehicle has been designed to deliver.

As part of this collaboration, selected spaces at Esplanade will function as exclusive venues for discerning BMW clientele as it hosts special events over the year. Visitors and motoring enthusiasts alike can also look forward to exciting BMW automobile showcases starting from 1 July 2011.

“BMW has a long standing commitment to the arts, and is excited to work closely with Esplanade in the coming year,” said Lito German, Marketing Director of BMW Asia. “This unique partnership reinforces BMW’s global commitment to cultural institutions and provides art aficionados and visitors with the opportunity to experience some of the best cultural and art performances from across the world. It will also enable us to reach out to a niche group of target consumers with an appreciation for the finer things in life”.

Commented Mr Benson Puah, CEO, The Esplanade Co. Ltd, “We are happy to have on board with us as an Esplanade Partner, BMW Asia, who shares with us the values of creativity, innovation and above all, excellence. While BMW exemplifies their dedication to these values through its premium automobiles, its partnership with Esplanade supports us in doing the same through the arts, allowing us to inspire even more lives through quality programmes.”

Welcoming over 7 million visitors, with more than 2,700 performances presented there last year, Esplanade hosts some of the most renowned artists and enthusiastic visitors from all over the world. Through the partnership, BMW Asia will be associated with leading arts programmes and performances presented at the centre spanning different genres including the da:ns series presentation of Memoires d’Oubliettes and Sehnsucht, a double-bill by the Nederlands Dans Theater I on 8 and 9 July 2011, as well as American indie rock band, The National and fellow-American trumpeter Chris Botti’s performances under the Mosaic Series later this year.

For four decades, the BMW Group has initiated and engaged in more than 100 cultural cooperations worldwide. The company places the main focus of its long-term commitment on modern and contemporary art, jazz and classical music as well as architecture and design. Within the arts the BMW Group is involved in long-term collaborations with cultural institutions and artists around the world, including projects such as the new BMW Guggenheim Lab, the Preis der Nationalgalerie für Junge Kunst and the Art Cars.