Sara Sadik, LA POTION (EH), video still, 2023
Sara Sadik, LA POTION (EH), video still, 2023
BMW has released a short promotional interview with Sara Sadik who is collaborating with the German auto manufacturer (see previous posts for context):
According to the BMW press release, Sara Sadik's latest work, titled LA POTION (EH), suggests "an emotional shift". Collaborating closely with the BMW gaming (Air Console) and My Modes teams, she envisioned the BMW i5 as a character, specifically the Avatar Neregy, exploring various imaginary realms in both the video game and video format. Such work aligns with Sadik's ongoing exploration of computer-generated scenarios and her investigation into the evolving emotional states of young male figures, the press releases continues. LA POTION (EH) takes the form of an interactive video game, designed exclusively for the new, fully electric BMW i5 and is simultaneously presented as a video installation, available both on the public-facing terrace of KOKO and inside the BMW Lounge during Frieze London, which runs October 11-15, 2023. The narrative follows the Avatar Neregy, a character experiencing alienation, as he embarks on a journey through different worlds, tasks, and challenges in pursuit of psychological healing and transformation. I guess the idea takeaway is that you are not required to buy a BMW to watch Sadik's artwork.
Ironically, in her masterwork Khtobtogone (2021), the main dream car is an Audi.
Ah, the perils of branding.
LINK: Sara Sadik - All images of LA POTION (EH) courtesy of the Artist and BMW)
