in Frieze New York | 04 MAY 21

BMW Presents Artificial Intelligence Artwork at Frieze New York 2021

BMW debuts virtual art installation ‘The Ultimate AI Masterpiece’ 

in Frieze New York | 04 MAY 21

Today BMW presents “The Ultimate AI Masterpiece”, a unique exploration of art and technology that uses artificial intelligence to generate entirely new works.  On the occasion of the 50th anniversary of BMW Group Cultural Engagement and in conjunction with Frieze New York, the virtual art installation debuts on the fair's Online Viewing Room platform. 

“The Ultimate AI Masterpiece” virtual art installation was created in partnership with creative technologist Nathan Shipley of Goodby, Silverstein & Partners, and Gary Yeh, Art Collector & Founder of “ArtDrunk“.  Using an open-source software called “StyleGAN”  created by technology company Nvidia, the duo inputted and cross-referenced over 50,000 images of artwork spanning 900 years of art history, as well as a curated set of 50 works from renowned and emerging contemporary artists BMW has worked with over the past 50 years.  

Using these inputs as a basis for understanding art, the artificial intelligence then generates entirely new works of art, merging what it learned from classical art and the styles noted from the contemporary artists. These new works have been projection-mapped onto a virtual rendition of BMW’s range-topping 8 Series Gran Coupe.   

 “Creativity and collaboration across disciplines and individuals are essential for our cultural endeavors. We were driven by enabling a dialogue between creative AI technologist Nathan Shipley with collector and founder of ArtDrunk Gary Yeh creating synergies between technology, historic and contemporary art – and involving inspiring artists of our initiatives like Leelee Chan and Jamal Cyrus.” says Hedwig Solis Weinstein, Head of BMW Brand Cooperations Arts & Design.  

bmw car
Inspired by Hugo McCloud

“For 50 years, BMW has supported the arts and culture through numerous initiatives as a way to engage and interact with consumers around the world in an authentic way,” said Uwe Dreher, vice president of marketing, BMW of North America.  “As we continue these efforts into 2021, and look for new and creative ways to engage audiences, we shift to a virtual setting where we are combining centuries-old art and the latest AI technology to create something completely new and exciting.”   

You can find out more about the project here  

Visitors to Frieze New York Online Viewing Room will be able to see the new artworks generated  for themselves from May 5, 2021 onwards.  

As an official automotive partner, BMW will provide dedicated shuttle vehicles for VIP guests at Frieze New York at The Shed.   


Frieze New York 2021 opens at The Shed, May 5-9.


Tickets to Frieze New York are now sold out.

Join Frieze 91, our yearly membership, to get special access to the fair with a guest, or join Frieze In Depth or In Print and get priority booking for early bird tickets to our next fairs, starting with Frieze London and Masters this October.