It’s an original concept created for the BMW network of car dealers, transformed into ephemeral galleries. The idea? To set up travelling exhibitions that present the works of internationally renowned photographers. Let’s bear in mind that the formula was hatched for the BMW car-dealers network in partnership with the ADAP (Association de Diffusion de l’Art Photographique), presided by Pierre Cornette de Saint-Cyr. This initiative follows on from a photography sponsorship policy initiated by BMW France through its BMW Residency dedicated to emerging photography and its partnerships with Paris Photo and the Rencontres d’Arles. The first “BMW Pop-up Photo Tour” opus presented works by Matthieu Ricard, in an exhibition titled “Un demi-siècle en Himalaya”, in Paris and Avignon, in June and July 2017. The second chapter puts the spotlight on Oliviero Toscani, featuring around thirty signed and numbered prints that represent the most emblematic moments in his photography career, which have left a mark on fashion and advertising. According to Vincent Salimon, president of the BMW France board: “BMW, loyal to its tradition of innovation, is creating surprises by setting up photography in its car dealerships, turned, on this occasion, into pop-up galleries. I’m delighted that the BMW network is offering a prestigious event to photography lovers and to its customers who are passionate about design and innovation.”
Oliviero Toscani’s photos will be on display at the BMW Pelras in Toulouse, from 5 October (145 rue Nicolas Vauquelin), and the BMW Savy dealership in Dijon, in December (18 rue Antoine Becquerel, Chenôve).