Press Contacts: Serene Fang Public Relation Manager BMW Singapore 90 145149 serene.fang@bmw.com For immediate release
BMW Singapore brings unconventional art & world’s first premium electric car to protect the environment
In light of the coming launch of BMW i3 car, BMW Singapore is bringing Reverse Graffiti art to Singapore for the first time.
September 24 2013, Singapore -‐ This December, BMW Singapore is bringing Paul “Moose” Curtis and The Reverse Graffiti Project to Singapore for the first time in order to raise awareness about pollution. The partnership is part of BMW Singapore’s efforts to celebrate the launch of its highly anticipated first mass-‐produced electric vehicle BMW i3 and how its revolutionary design contributes toward protecting the environment. This event reflects BMW’s continuous commitment to sustainability. It is also Paul Curtis’s first attempt to introduce reverse graffiti art to Pacific Asia, in order to inform people about the polluted environment we are living in. “People see how dirty a wall is by cleaning it. I create a contrast, so where it’s dirty and where it’s clean you can see these things like they are black and white.” said Paul, founder of the Reverse Graffiti project. Being one of the first street artists to use the reverse graffiti technique, he explained the meaning behind using this unconventional art: “In this way, it kinda gets people immediately. When they look at it, they think it’s spray kind or something, and then it’s just a co-‐realization that the world is really, really dirty.” Paul and his team will create various graffiti on a very unique canvass – the outside cover of 50 cars, which have accumulated dirt from running on the highway for 120 days and have not been 1
washed since. With the collaboration from ION Orchard management team, BMW Singapore will set up an exhibition of the graffiti cars in an open area in front of the mall for the public to view. The exhibition is open publicly from 8 a.m. to 5 p.m. from December 22 to 24, 2013 and is expected to raise awareness about the increasing problem of air pollution that people are facing in developed cities. In simulation with the exhibition, BMW Singapore will also host an exhibit of its BMW i3 car, in the same area.
Example of Reverse Graffiti on a car as the canvas
“This campaign aligns very well with our [BMW] commitment on sustainability and our vision for a greener world with the most sustainable premium automobile,” said Neil Fiorentinos, CEO of BMW Singapore. “BMW has always been clear on our strategy to build cars that are powerful yet fuel efficient and low on CO2 emissions. With the arrival of our BMW i3 car, we are confident to offer to our consumers a superior vehicle, yet a great solution to air pollution.” The BMW i3 – the first series-‐produced vehicle from BMW I – is an uncompromisingly sustainable vehicle designed for urban areas. Driven purely by electric power and purpose-‐built to meet demands of sustainable and emission-‐free mobility, it embodies an intelligent form of 2
urban transportation and commuting. BMW i3 is set to be a well-‐resolved all-‐round megacity vehicle, with every detail conceived and optimised to fulfil its eventual purpose. Central to its design is the innovative LifeDrive architecture, the key to the BMW i3’s appeal a light, safe and spacious car. Innovative use of materials and intelligent lightweight design not only enable the BMW i3 to travel long distances on a single charge and provide superb safety in the event of a collision, they also help give the car its excellent driving dynamics. The secure arrangement of the battery in the Drive module gives the vehicle a very low centre of gravity and optimum weight distribution. Pricing & Availability The new BMW i3 car is scheduled to launch in Singapore in September 2014. It will be available for viewing at Performance Motors (BMW Singapore’s sole distributor) showrooms from October 10th 2013. Customers who are interested in purchasing the car can pre-‐book the vehicle from October 10th 2013 to March 31st 2014 at Performance Motors. The price of the car is $168,888 SGD excluding COE. For more information about the Reverse Graffiti project and the BMW i3, visit http://www.pml-‐ bmw.com.sg For inquiry about purchase of BMW i3, please contact Performance Motors at 90167345 or inquiry@pm.com The BMW Group in Singapore With the three brands, BMW, MINI and Rolls-‐Royce Motor Cars, the BMW Group has its sights set firmly on the premium sector of the international automobile market. To achieve its aims, the company knows how to deploy its strengths with an efficiency that is unmatched in the automotive industry. From research and development to sales and marketing, BMW Group is
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committed to the very highest in quality for all its products and services. The company's success to date is proof of this strategy's correctness. Performance Motors As the dealer of BMW cars and motorcycles in Singapore since 1979, Performance Motors has been synonymous with performance and sheer driving pleasure. And in the years ahead, we look forward to bringing you even more of the innovative services and products that have redefined luxury motoring. We cordially welcome you to the PML family and invite you to experience unmatched performance motoring and unequaled customer service with us. Step into any one of our showrooms for a taste of the dedication that has produced some of the world's finest automobiles and the outstanding service that makes owning a BMW car or motorcycle a truly memorable experience.
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