- Business - BMW and Sanlorenzo form an artistic partnership

By SuperyachtNews

BMW and Sanlorenzo form an artistic partnership

“The result of shared values, and affinities in the aesthetic and creative approach”…

Known for their mutual use of advanced technologies and notable design of internal spaces, Italian shipyard, Sanlorenzo, and German manufacturer, BMW, have now formed an artistic partnership to create a series of installations that will be on display during various international events.

“The Ark”, which made its debut at Genoa Boat Show, is the first fruit of the new partnership, whereby Piero Lissoni, Sanlorenzo’s art director and lead interior designer, has reimagined the hull of an SX112 yacht as an ark, with an atypical form that contains two BMW X7 automobiles. The two cars have been chrome plated, offering a decorative finish and allowing for reflections of the hull-come-ark to be projected onto the vehicles, further uniting the two brands.

The collaboration of the two brands “is the result of shared values, and affinities in the aesthetic and creative approach,” explains to Massimo Perotti, chairman of Sanlorenzo. “BMW and Sanlorenzo, in fact, have both always been known for ongoing research on products, the use of the most advanced technologies and unique prowess in the design of internal spaces, to offer personalised projects expressed through pure design based on timeless elegance, the expression of a refined, never ostentatious kind of luxury.

“This partnership thus permits Sanlorenzo to reaffirm its ability to cross its own boundaries in order to bring innovations in its sector" - Massimo Perotti, Chairman - Sanlorenzo

“This partnership thus permits Sanlorenzo to reaffirm its ability to cross its own boundaries in order to bring innovations in its sector - Sanlorenzo has been the first company in the yachting sector to launch the “crossover concept” thanks to the collaboration with Chris Bangle, Chief of Design for BMW Group - and moreover allow it to communicate, in a different way, which are the brand’s values that distinguish it from the other companies,” he continues.

In relation to the potential expansion of the mutual client pool further to the partnership, Perotti believes that “Sanlorenzo shares with BMW the same design values,” taking a refined and understated approach, “which is what our sophisticated clients appreciate."

Sculpture has historically been used to make an artistic replication of a person, belief or concept. These subjects are occasionally combined, as found in arguably the most recognisable sculpture in the world – Michelangelo’s ‘David’ – which not only depicts a Biblical character, but was, at the time of its creation, a political symbol of strength. In the case of “The Ark”, the sculpture is intended to illustrate the synergies between BMW and Sanlorenzo, and create a physical replication of this, in order to raise awareness of the brands at international events.

“I have always enjoyed telling stories, and in this case I can tell the tale of two stories that until now have moved forward on their own paths, one by land, the other by sea, but with shared values and philosophies,” commented Lissoni. “For me, this story is part of a journey that began with Sanlorenzo, to which BMW has been added as a partner, in order to explore a new direction.”

The next two installations as a result of this partnership will be displayed at Salone del Mobile 2020 and Elite Days 2020 – the Sanlorenzo event that brings together aficionados of the brand.

We will be placing a key focus on brand partnerships at our upcoming event, The Superyacht Marketing Forum, taking place at The Curtain, Shoreditch, London, from 3rd – 4th December 2019. We will hear from marketing, branding and digital gurus external to the world of superyachts in order to share strategies, ideas and expertise, to guide and shape our industry’s marketing approach for a more impactful future. For more information or to register, please click here.

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BMW and Sanlorenzo form an artistic partnership


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