BMW Brilliance's exhibition tips cap to Chinese intangible cultural heritage

Ma Sai and Johann Wieland

BMW Brilliance Automotive launched an intangible cultural heritage exhibition on Thursday in Beijing, demonstrating the automaker's achievements in protecting Chinese traditional culture. Held from Thursday to Saturday at the 798 Art Zone in northeast Beijing, the exhibition showcased some 250 pieces of cultural and creative products, which were transformed from some Chinese intangible cultural heritage items by 17 inheritors.

From left to right: Johann Wieland, Ma Sai, Zhang Lei

During the three-day exhibition, the auto giant also showcased the new 7 Series Halo Edition, one of BMW's latest results of showing respect for Chinese culture and integrating the traditional culture into modern life. Joining hands with a design team headed by Lu Xiaobo, dean of the Academy of Arts and Design at Tsinghua University, BMW has taken 12 months to complete the research and development of the new 7 Series Halo Edition. The model had its debut at the 2019 Chengdu Motor Show in September.

The design team

The cultural and creative products included Hunan embroidery and the traditional costume of the Yi ethnic group, as part of BMW's efforts to integrate the intangible cultural heritage into modern life, according to the carmaker. The 17 intangible cultural heritage inheritors all have received professional training in an innovation center for intangible cultural heritage safeguarding, which was established by BMW in collaboration with Tsinghua University's Academy of Arts and Design in 2016. Since its establishment in 2016, the innovation center has offered training to some 250 intangible cultural heritage inheritors, held seven exhibitions and four seminars on intangible cultural heritage.

At the opening ceremony of the intangible cultural heritage exhibition on Thursday, the auto giant introduced a series of achievements made by the BMW China Culture Journey during its visit to South China's Hainan province in July.The BMW China Cultural Journey selected five intangible cultural heritage inheritors from Hainan to allow them to access the innovation center forged together with Tsinghua University's Academy of Arts and Design. 

Engaging the inheritors and professors in research, cultivation, art design and industrialization, the BMW China Cultural Journey aims to promote the innovative transformation and development of intangible cultural heritages, according to the carmaker.

The model has been coupled with a raft of Chinese cultural elements, including the embroidery, porcelain and jade, demonstrating BMW's innovative understanding of the country's traditional culture, according to the carmaker.

Resource: China Daily

Picture provided by Prof. Zhang Lei

Editor: Ruohan Zhao