BMW Individual 7 Series Composition is the latest special edition by the Bavarian company made in collaboration with Steinway & Sons, the prestigious piano manufacturer. Now you might think cars and pianos are not related to each other, but according to BMW it’s the mutual qualities that bind them together: “A design style with a commitment to perfection is the hallmark both of vehicle production at BMW Individual and of upright and grand piano manufacturing at Steinway & Sons.”
The first examples of the BMW 7 Series Composition which were revealed in Hamburg, are painted in black and white, reminiscent of the piano keyboard. The interior trims and upholstery of these models are also made bespoke for them with a superior quality than the normal 7ers.
The body’s paintwork, for example, in which each coat of paint is individually smoothed and polished by hand, boasts a high-end finish comparable to that of piano lacquer.
The Composition can be had based on normal or long-wheelbase versions of the 7 series, and is exclusively built to customer specifications. Since this special edition is inspired by a musical instrument, BMW also provides a top-notch audio system for it specially adopted to the interior of the car.
Dr Uwe Ellinghaus, Director BMW Brand Steering and BMW Brand Management, commented: “We very much look forward to our partnership with Steinway & Sons, like BMW a premium brand with the highest quality standards and a passion for detail. The special-edition BMW Individual 7 Series Composition embodies the desire of both brands to combine aesthetics, comfort and technical perfection. With its aim to provide support for future talent, the BMW Group considers that promoting the Young Steinway Artists in this way is a perfect adjunct to its commitment to culture.”
With production facilities in Hamburg and New York, the world-renowned manufacturer of upright and grand pianos has partnered authorised Steinway dealers for several decades in promoting piano competitions for children and young people up to the age of 17. The competitions enjoy considerable prestige and have already brought international recognition to a number of great artists. Another key component of the company’s efforts to promote young musical talent is the International Steinway Festival, which takes place in Hamburg every two years. This festival brings together piano competition winners from the nine countries in which the competitions are currently held. The highlight of the event is the festival concert, which gives all the pianists an opportunity to showcase their skills and experience the concert environment in front of a large audience without the pressure of competition.
Cultural commitment of the BMW Group
For almost 40 years, international cultural commitment has been a key element of the BMW Group’s corporate communications. Having played a role in over 100 events worldwide, the BMW Group’s commitment in the cultural sphere has always sought to preserve absolute freedom of creative potential – as much a prerequisite for groundbreaking works of art as for pioneering innovations in a successful commercial enterprise. The BMW Group focuses its cultural involvement on contemporary art and music, as well as on architecture and design.
The long-term joint venture between HamburgMusik gGmbH and BMW was announced in 2008, long before work on the spectacular Elbphilharmonie concert hall in Hamburg’s Speicherstadt was scheduled to be completed. BMW not only committed itself to becoming the company’s first main sponsor, but also aims to be actively involved with the planning of its own creative projects.