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"REMEMBR" - BMW Partners With Alex Israel to Showcase AI-powered Installation at Art Basel

LO'AMMI was thrilled to learn about BMW's partnership with Art Basel, which celebrated its 21st anniversary in Miami Beach from December 8 to 10, 2023. As a longstanding global partner of Art Basel, BMW returned as an official event partner to offer its attendees a new VIP car service.


The new 100% electric BMW i5, inspiration for Alex Israel's AI video installation REMEMBR at Art Basel in Miami Beach 2023

Photo: Kevin Arrieta, Courtesy of BMW USA


During this exhibition, we were immersed in the experience prepared by BMW and contemporary artist Alex Israel, who had presented a participatory video installation called "REMEMBR." The installation guided visitors through time and memory, combining art and technology in a captivating fusion.


Alex Israel - whose initials are coincidentally "AI" - is a Los Angeles-based artist whose work explores the intersection of popular culture, art, and technology. His unique perspective allows him to capture the essence of modern life while pushing the boundaries of what art can be in the digital age. Israel holds a BA from Yale University and an MFA from the University of Southern California, Roski School of Fine Arts. His works are featured in major museums and private collections worldwide, including the Los Angeles County Museum of Art, the Whitney Museum of American Art, the Museum of Modern Art in New York, and the Solomon R. Guggenheim Museum in New York.


The new 100% electric BMW i5, inspiration for Alex Israel's AI video installation REMEMBR at Art Basel in Miami Beach 2023

Photo: Kevin Arrieta, Courtesy of BMW USA


BMW had worked closely with Alex Israel to develop AI technology that had collected, filtered, composed, and choreographed the visitor's phone's camera content. The installation had featured seven custom-designed screens, where guests were invited to discover the hyper-memories of Alex Israel and share their own in real time.


What had been interesting about this project was the inspiration behind it. The new fully electric BMW i5 played a fundamental role in inspiring Israel for this project. As an artist, Israel had found inspiration while driving around Los Angeles, and the BMW i5, with its AI technology and My Modes feature, had resonated with him as a milestone in the evolution of human-machine relationships. The BMW i5 was a memory-making tool that encouraged discovery, anticipated human needs, and tailored experience to each driver. Similarly, our phones have helped close this gap, evolving from mere communication devices into digital diaries—extensions of our memories and external hard drives in our pockets.


Video courtesy of Daria State, LO'AMMI


We were ecstatic to see the merging of art and technology in "REMEMBR." The group behind the technology that had powered REMEMBR was Sirius Software, a Silicon Valley-based company specializing in generative AI, software engineering, and AR/VR development. The project reflected BMW's commitment to innovation and design, key features of the new BMW i5. It also shares a more profound meaning - as technology grows in complexity, we see it merging with our everyday day in an unprecedented fashion, leading us to trust technology with our safety, well-being, and, ultimately, our lives. REMEMBR opened its platform at Art Basel for all to experience, allowing VIP visitors to immerse themselves fully in the installation. Users could upload their entire camera roll to REMEMBR and project it to the crowd on screens shaped after the silhouette of Alex Israel. The algorithm would then do its job to remove any potentially discomfiting or personal content (such as nudity, children, screenshots, etc.) and present a beautiful collage of memories for all visitors to see. This collage would embrace life as an eclipsing moment, reminiscent of the sunrise and sunset tones seen in the i5 on display.


Photo: Ivan Lanz, Courtesy of BMW USA


"REMEMBR" is a testament to the power of technology in shaping our memories and experiences. By collaborating with an artist like Alex Israel, BMW promoted the creative spirit that drives their brand forward while reaching new audiences. LO'AMMI expresses gratitude for the opportunity to witness "REMEMBR" and the 100% electric BMW i5 at the BMW Lounge in the Art Basel Miami Beach Collectors Lounge in December 2023.


Video courtesy of Daria State, LO'AMMI


"REMEMBR" is now available as a downloadable app for smartphones. We look forward to more collaborations between the automotive industry and the integration of contemporary art and technology.



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