- BMW Brilliance “New Plant Art Project” drives sustainability with
the power of art - BMW upholds corporate sustainability and contributes to
sustainable development with culture and arts - Sharing andempowerment are the driving force for BMW and its
partners to co-create sustainable social value
Shenyang. Art is an indispensable part of culture and
a major driving force for sustainable development. Upholding its
long-term commitment to corporate sustainability and its enduring
support and passion for art, the BMW Group and BMW Brilliance
Automotive Ltd. (BBA) have partnered with Luxun Academy of Fine Arts
(LAFA) in Shenyang to launch the “New Plant Art Project”. After two
years of preparation, the project was officially completed recently.
With the theme of “sustainability” that is in line with the BMW
iFACTORY production strategy implemented in the BMW Shenyang
production base, the project has carefully selected 10 remarkable
artworks created by 10 young artists, as a unique gift for the 20th
anniversary of BMW Brilliance. The 10 artworks, including oil
paintings, sculptures and installations, etc., are exhibited at the
expanded area of BBA Plant Dadong and Plant Tiexi Lydia Site.
The BBA New Plant Art Project aims to enhance the awareness of
sustainable development among employees and the public through
cultural and artistic activities, improve public’s sensitivity towards
sustainable development through the planning and presentation of
exhibitions and performances, and foster their environmental-friendly
habits in daily life. Meanwhile, by facilitating the intercultural
communication between China and Germany and the fusion of industrial
intelligence and contemporary art, the project provides abundant
sources of inspiration for young artists and diverse interpretations
of sustainability through the unique artistic experiences and
innovative narratives.
Upholding corporate sustainability and actively engaging in
social undertakings.
BMW believes that corporates with
true corporate sustainability are ones that deliver value to customers
and actively engage in social undertakings, as well as emphasize
long-term sustainable development and create long-term value for
shareholders and society. BMW has always embraced three pillars of
sustainability: economic, environmental, and social sustainability.
These three pillars are one organic unity, with economic
sustainability as the foundation, environmental sustainability as the
prerequisite, and social sustainability as the goal. They enable a
company to transform from individual to collective consciousness,
maximize its social value and share its value.
“A good partnership is never solely defined by economic
benefits. Today, the sustainable business philosophy and the value
created for society have become the key elements to measuring the
success of a company,” said Ms. Ilka Horstmeier, Member of the
Board of Management of BMW AG, Human Resources, Labour Relations
Director. For BMW, No Premium Without Sustainability. It regards
sustainability as its core competitiveness and essential premium,
which outweighs profitability and is designed to create multi-values
for society.
Creating sustainable social value through sharing and
empowerment.
In the process of creating sustainable
value, BMW places equal importance on the approaches. It adopts a
“future-oriented social insight” and joins hands with more partners
with the help of “empowerment” “crossover” and “social collaboration”
to co-create social value. Teaming up with art is one of the effective
ways to create sustainability and share the concept.
As an influential corporate citizen, the BMW Group has been involved
in supporting hundreds of global cultural projects for more than 50
years to promote the development of art. In China, as early as 2011,
the BMW Group initiated its first collaboration with Luxun Academy of
Fine Arts and Academy of Fine Arts Munich in terms of Plant Tiexi Art
Project. With these projects including the BMW Brilliance “New Plant
Art Project”, BMW offers people an emotional experience to understand
sustainability, broadens the horizons of young artists, enriches their
professional experience and inspires their passion for exploration, as
well as promotes local cultural cooperation and innovative development.
Dr. Franz Decker, President & CEO of BMW Brilliance Automotive
Ltd., also shared his thoughts on the New Plant Art Project, “For the
past 20 years, we have been committed to establishing mutually
beneficial partnerships with the local community, empowering talents,
and contributing to the local development. The New Plant Art Project
perfectly exemplifies our harmonious connection with the community
outside of the factory.”
BMW Brilliance’s persistence in sustainability has been recognized by
young artists and recorded in their artworks. The work Time Machine
symbolizes the cohesion of people in an enterprise. The diverse
substances embedded in the linear cubes embody the change of matters
on the same stretch of land as time goes by, which expand the spatial
and temporal dimensions of the plant, signifying the transformation of
this land from agricultural cultivation to commercial manufacturing
while emphasizing the natural connection between the factory and the land.
In the work Silent, the artist depicts its most memorable impression
of BBA Plants – minimalistic in color yet orderly in production.
During the factory visit, the artist profoundly realized that BBA not
only focuses on its own development but also takes the environment
into consideration. The environment gets improved along with BBA’s
progress so that they both achieve sustainable development.
Meanwhile, Backbone portrays the plant built during the development
of heavy industry in Northeast China. The painting of old plant
displayed in the new plant, not only builds a bridge of communication
between the two eras but represents a continuity. The appearance of
factories may change, technologies may be iterated, and workers
shuttle here and there, but the glory and responsibility they bear
will endure, further contributing to the development of local community.
Working together to create a bright and sustainable
future.
Sustainability is about the harmonious
coexistence between human and nature. As Earth is a shared community
of life and people are facing common challenges such as global climate
changes, biodiversity loss and environmental pollution, it should be
the common goal for members from different fields to pursue: to make
more progress in human civilization and balance the relationships
among economy, environment and society.
As a company deeply rooted in China, BBA will continue to contribute
to the local economy and society, defend the culture, communicate the
sustainable innovation, and protect our beautiful home. It will also
implement the shared value of sustainability with more like-minded
partners and transform from individual to collective consciousness.
While leading the automotive industry towards sustainability, BMW
looks forward to sharing its ideas of intercultural communication with
more partners, so as to propel China’s sustainable development, foster
a harmonious coexistence with nature and create a driving force for
sustainable social value.
