BMW and Garage Italia Customs have created a unique version of the i8, called the BMW i8 MemphisStyle. The i8 MemphisStyle is going to debut this weekend at the Frieze Art Fair in New York.

Founded in 1981 by Ettore Sottsass Jr, the Memphis Group revolutionized the world of design by being an antithesis to functionalism and any commercial logic in the 1980s. The group’s style was inspired by movements like Art Deco with its geometrical shapes and Pop Art with its bright colors and Kitsch.

The BMW i8 MemphisStyle blazes in a colorful brightness with horizontal and vertical lines along with hypnotic patterns decorating the surface. Those contrasts display the pure expression of rebellion and liberation from the rigid standards of traditional design.

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On May 4 from 5:00 -7:00 p.m. BMW will also host a conversation at the opening of the BMW Lounge on Memphis Design entitled, “The Good, the Bad and the Ugly: Memphis Design Rocks.” Carl Gustav Magnusson, industrial designer, and Dr. Thomas Girst, Head of BMW Group Cultural Engagement, will take a look at this unique project and the connection between creative potential and the courage and challenges of innovation.

Just as Memphis has overturned all the existing principles around the idea of “living”, the artist Roy Lichtenstein revolutionized the understanding of art through his Comic and Pop Art in the 1960s, which is evident in the third BMW Art Car, which Lichtenstein designed in 1977. The original, signed BMW Art Car Maquette by Roy Lichtenstein will also be on display in the BMW Lounge.

Source: BMW