Project brief: To create a book that highlights the cultural activities BMW has been involved in over the course of its history.

Approach: Though BMW has always been known for its consumer-facing luxury and racing cars, the company also has an expansive history of cultural engagement and commitment to the arts. Working with the client, we determined that this book could lean heavily on their cultural activities but that there was still room for a playful “injection” of car culture.

The result is a limited-edition (1,500-count) run of a case-bound book primarily featuring visual highlights of BMW’s cultural work. However, the book also contains four hidden wheels, comes with a remote control and is capable of being “driven” around the room—“Culture moves.” Additionally, all the books feature an individual cover design: when displayed together, they form a giant white-blue graphic reminiscent of the famous BMW headquarters building in Munich.

Effectiveness: The foreword of the book allows the reader some insight into the client’s appreciation and excitement about the finished product. The creation of the book has been a highly positive experience and process for BMW, best exemplified in their myriad press releases and video interviews of BMW staff and our company’s staff. Priding themselves on innovation, their correspondence has suggested a deep appreciation of a “groundbreaking” (their words) book format.

How do you successfully describe the culture of BMW in a book? You give it four wheels and a remote control.