The Neo Art Magazine

This year’s Art Basel Hong Kong brought an extraordinary fusion of art and technology with the debut of REMEMBR, an AI-powered participatory video installation by the talented Alex Israel, in collaboration with BMW. This installation wasn’t just an exhibit; it was an immersive journey through time and memory, highlighting how advanced digital formats can elevate artistic expression.

Based in Los Angeles, Alex Israel is known for his thought-provoking work that blends popular culture, art, and technology. His unique perspective truly captures the spirit of our times. When talking about the future of art, Alex shared a hopeful vision: “My hope is that new technology will help make art more accessible. And I don’t mean to say make art’s documentation more accessible. I mean the art itself. That it can inhabit advanced digital formats and be experienced as intended to its full effect through advanced distribution that reaches much farther and wider an audience than our current gallery and museum structure allows. And I hope that audience is younger.”

Originally premiered at Art Basel Miami Beach in 2023, REMEMBR evolved in collaboration with BMW. Initially inspired by the BMW i5, the installation for its Asian debut in Hong Kong was further developed around the all-electric BMW i7, showcasing Alex’s commitment to pushing the boundaries of art in the digital age.

The Artistic Journey of REMEMBR

The installation’s focus on memory, represented through cutting-edge technology, reflects Alex’s innovative artistic process. When asked about personal memories that shaped his vision, he fondly recalled, “Yes, of course, there are. In fact, one of my very first memories is from pre-school when I was 2 or 3 years old and we learned how to finger paint. I’ll always remember the shock and joy in discovering that mixing the red and yellow paint created orange.”

Alex’s work has always integrated new technology, from YouTube and Netflix for distribution to 3D printing and augmented reality. “My practice has always made use of new technology it’s just how I work. From taking advantage of YouTube and Netflix to distribute and stream online to making things physically with 3D printers or digitally with AR. AI is just the newest tool I’ve been learning to use. I love learning new things imagining new forms and considering new spaces and audiences for my work. Technology is one bridge to all of this,” he explained.

The Influence of Los Angeles and the Excitement of Hong Kong

Los Angeles, with its vibrant culture and technological advancements, is a major influence on Alex’s work, including REMEMBR. “Los Angeles is not only the fantasy I know and love best it’s also a center for creativity and technological advancement. Exciting new solutions to old problems are constantly being invented across our city’s landscape and this spirit of innovation has certainly impacted my work and my decision to explore the possibility of using AI to make this piece,” Alex noted. For the Hong Kong exhibit, the project incorporated animated overlays and interstitials that resonated with the city’s density and vibrancy, adding new layers to the user-sourced content.

Capturing Modern Life through Art and Technology

At its core, REMEMBR reflected on the fleeting nature of modern life. Alex articulated this beautifully: “That modern life is ever-changing, precarious, and fleeting. That maybe we can look at it and attempt to process it all through art and technology.”

BMW’s Commitment to Cultural Innovation

Hedwig Solis Weinstein, Head of BMW Group Arts & Design Cooperations, emphasized BMW’s dedication to fostering artistic innovation through collaborations like REMEMBR. An experienced marketing executive, Hedwig has been instrumental in shaping BMW’s presence in the cultural field. “It all starts with our passion for creativity and innovation – for more than 50 years BMW has initiated cultural collaborations with over 100 long-term initiatives in modern and contemporary art. Innovation is crucial to our company, our engineers, and designers – it is in our DNA,” she shared.

Hedwig’s role at BMW involves spearheading strategic collaborations with contemporary artists and cultural institutions, significantly enhancing the brand’s cultural footprint. Her leadership has been pivotal in esteemed initiatives such as the BMW Art Journey with Art Basel, BMW Open Work by Frieze, and large-scale installations like Studio Drift’s ‘Franchise Freedom’ and Rafael Lozano-Hemmer’s ‘Pulse Topology.’ Her expertise has also been crucial in reinventing MINI’s brand identity and launching the BMW i brand.

Hedwig’s deep-rooted passion for the arts is matched by her marketing acumen, built through her experiences at Sony and Siemens before joining BMW in 2008. Born in Peru and educated at Reutlingen University in Germany and Heriot-Watt University in Scotland, she brings a global perspective to her role. Beyond BMW, she advises luxury brands and cultural entities and shares her insights as a visiting tutor at the Tracey Emin Foundation.

The collaboration with Alex Israel and the adaptation of REMEMBR for a global audience underscored BMW’s commitment to merging technological insights with artistic expression. “REMEMBR is an AI-powered interactive and participatory video installation guiding visitors on a journey through time and memory – Alex felt from the beginning that the project had the potential to unfold across continents addressing a global audience,” Hedwig explained.

Looking Ahead: The Future of Art and Technology

As BMW continues to support innovative artistic projects, Hedwig envisions further boundary-pushing collaborations. “Increasingly, artists are looking for specific technological insights. For such collaborative projects, we provide our know-how, network, and the desire for open exchange and intercultural dialogue. BMW offers absolute creative freedom – as this is just as essential for groundbreaking artistic work as it is for major innovations in a successful business.”

RREMEMBR at Art Basel Hong Kong 2024 stood as a testament to the transformative power of art and technology. This collaboration between Alex Israel and BMW not only invited us to explore the dynamic interplay between memory and innovation but also challenged us to consider the future possibilities of artistic expression in an ever-evolving digital landscape. It prompts us to reflect: How will future technologies reshape the way we experience and interpret art, and what new forms of creativity lie ahead in this ongoing dialogue between artists and innovators?