BMW has been teaming up with the organizers of the Coachella music festival for a couple of years now. With the show kicking off its second weekend today, we decided to take a closer look at what the Bavarians put together for the event and the people attending it. Just like last year, BMW brought forward a couple of BMW i models, two of which wearing a special design created by John Gourley, the lead singer of the “Portugal. The Man band.”
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The video below shows how the BMW i8 got its funky exterior in a carefully hidden away studio with the help of Gourley. The man behind the design also explains how he came up with the psychedelic wrap. With the i8 acting as his canvas, the range of possibilities was vast, to put it mildly. His expressive design interpretation of BMW i electric vehicles captures the uniquely diverse spirit of the festival.
The event, set in the Californian desert, is considered a creative melting pot, where trends and currents are born and divined. “Hardly anything moves us like music does – especially live music in such an exhilarating atmosphere as the Coachella Festival. Like Coachella, inspiration, innovation and the will to constantly reinvent oneself are part of BMW i’s DNA. This makes the festival the ideal partner for BMW i. We are looking forward to the #roadtocoachella campaign and the inspiring collaboration with John Gourley,” said Stefan Ponikva, head of BMW Brand Experience Shows & Events.
For this year, selected international influencers were invited to document their ride from Los Angeles to the festival in BMW i vehicles with the eye-catching Coachella design under the hashtag #roadtocoachella and share their excitement about the upcoming festival with millions of fans worldwide. The resulting footage and photos can be found on social media networks using the #roadtocoachella hashtag.