Marseille-based artist Sara Sadik will introduce a e film and a video game specifically designed for BMW i5, debuting at the iconic KOKO venue in Camden Town. Curated by Attilia Fattori Franchini, this pioneering multi-platform endeavor merges art, technology, and design.
The unveiling of both works is scheduled during Frieze London, a vibrant event taking place from October 11th to 15th, 2023. This year's edition of the fair marks its 20th anniversary, promising an international flair and a rich array of cultural partnerships and events, including the BMW Open Work program.
Sara Sadik's artistic expression lies at the crossroads of fiction and documentary. Drawing inspiration from video games, anime, science fiction, and French rap, the artist crafts transformative narratives centered around characters on quests for moral and physical evolution. She has produced groundbreaking machinima among others. Her commission for Frieze London encompasses an interactive playable game, exclusively designed for the all-new, fully electric BMW i5 in collaboration with experts from BMW Gaming and Innovation Lab. Additionally, a video installation will grace the exterior of KOKO as well as the BMW Lounge. Collaborating with BMW i5 designers, Sadik will infuse technical ingenuity into the game’s conception, enhancing the in-car gaming experience through elements like sound and light.
Entitled LA POTION (EH), Sadik's commission employs computer-generated scenarios to delve into the fluctuating emotional states of young male characters. Her world-building techniques render emotions visible while exploring the nuances of masculinity, its ethical and moral frameworks, and the insights it offers into broader societal structures.
Following in the footsteps of Nikita Gale (2022), Madeline Hollander (2020-21), Camille Blatrix (2019), Sam Lewitt (2018), and Olivia Erlanger (2017), Sadik joins the roster of artists chosen for the BMW Open Work initiative, an example of corporate-sponsored/product-placement artistic projects which has been addressed in the past by the likes of COLL.EO (see Carjacked) among others.
LINK: Sara Sadik for BMW
