Tonight saw the official unveiling of the BMW i3 – the brand’s first electric powered supermini. BMW’s heritage with fashion has been more selective, through tastemaker projects such as 2009’s design partnership with Vogue Italia’s Franca Sozzani where she created a new special edition BMW 7-Series Individual, but their celebrity relationships remain unparalleled. The London i3 launch was hosted by James Franco and Sienna Miller at the Old Billingsgate Market with two versions of the new car – the standard and the Range Extender edition. The London launch was preceded digitally only by global live stream unveils all around the world, proving that the i3 launch is something that is at the top of BMW’s agenda and that the world needs to take a note of. BMW tonight proved that the electric car can be sustainable and cutting-edge at the same time as maintaining the artistic beauty of one of driving’s biggest influencers.
One of the main reasons why we decided that Ada + Nik would launch as a sustainable brand was the fact that we wanted to pioneering, which is exactly what BMW is doing by taking the electric car series (the i8 launches in Spring 2014) to a mainstream level, maintaining the sculptural elegance of what BMW stands for. In the words of James Franco at the launch “It is the future”. Brands like BMW are proving that driving the sustainable agenda can still be beautiful.
