Earlier this month BMW in partnership with Studio Drift put on a spectacle of epic proportion in celebration of the Art Basel festival in Miami Beach, California. 300 drones lit up the night sky in a truly unforgettable display.

Art & Innovation:

BMW has a long tradition of supporting the arts. So when the opportunity arose to partner with a creative collective like The Studio Drift, and do something truly innovative – the answer was a natural “yes”. The brief? Creating a performative artwork at the interface between technology, science, and art.

In his own words, “Everything can be simulated in animation and virtual reality, but we think there is an importance in creating real experiences that you can feel and see with your own eyes in the real world, not only through a screen”, said Lonneke Gordijn, co-founder of Studio Drift, Amsterdam.

About Franchise Freedom:

Dubbed “Franchise Freedom”, the world’s first moving sculpture can be described as nothing short of incredible. In the air, 300 illuminated drones flit across the sky above the ocean like a flock of birds.

“This was a once in a lifetime pleasure to behold… a technological wonder and a breath-taking aesthetic experience.” said Hildegard Wortmann, Senior Vice President Brand BMW.


The Franchise Freedom exhibit ended on the 10th of December but you can see more of the highlights here:

Instagram – Studio Drift @studio.drift, Pace Gallery @pacegallery and BMW @bmwgroupculture

Facebook – #bmwgroupculture