BMW 4 series coupe recontextualized through photography

BMW 4 series coupe reinterpreted through professional photography
image courtesy BMW AG © myrzik und jarisch

earlier this summer, BMW announced of the replacement of the historic 3 series coupe with the 4 series coupe, marking the beginning of a new era for bimmer coupes. in a creative exercise that visually showcases the two-door’s aesthetic and dynamic design features, international still life photographer thomas de monaco, style setting fashion photographer mark borthwick, multimedia duo mierswa & kluska and german photojournalist team myrzik und jarisch have framed the BMW 4 series coupe in their own distinctive styles, presenting their personal take on the company’s newest sports car. designboom recently spoke to each photographer about their work and influences.

image courtesy BMW AG

myrzik und jarisch, one of germany’s most in-demand photojournalist pairings, took the coupe on a business trip for some ‘group shots’ in the centre of granada, andalusia:

DB: can you tell us a bit about your background in photography and how your experience in the field has influenced the outcome of your take on the new BMW 4 series coupe?
myrzik and jarisch: we are working as photographers in a large diversity of fields since 20 years and have learned to mix all the styles and genres. we like to arrange big scenes and love the work of august sander, walker evans and lewis wickes hines.

DB: how did the idea of this project come about?
M&J: since we knew that the car was already based in andalusia for another photo shoot we were appealed by the idea of combining car photography with an editorial story telling approach. the car isn’t the only focus but local characters in their environment which makes the scene like a stage for the car and enhance its exceptional design.

image courtesy BMW AG

DB: how did you decide upon the final concept?
M&J: on behalf the fact that the car was top secret at that time we were not able to go around with it freely and capture somehow improvised ‘road movie’ situations. we decided to pursue a concept of group portraits from andalusian people in appreciation of the countless worker portraits at the industrial age (late 19th/early 20ths century) taken with large cameras on tripods and long exposure times.

DB: do you have a specific photography philosophy?
M&J: stay curious and keep playing!

image courtesy BMW AG © mierswa and kluska / andreas mierswa

multimedia photographer duo mierswa & kluska pair down the car’s lines to create an impressive 3D visualization:

DB: can you tell us a bit about your background in photography and how your experience in the field has influenced the outcome of your take on the new BMW 4 series coupe?
mierswa & kluska:  we have always been working very experimental and technical. so we took the chance of this more or less free project to realize full CGI images.

DB: how did the idea of this project come about?
M&K: I was inspired by the fantastic kinetic installation in the BMW museum, and tried to transform this into a kind of light installation.

 

DB: how did you decide upon the final concept?
M&K: of course it’s not a 1:1 transformation of this installation, we developed our own concept from this starting point and it changed a few times during the process.

DB: do you have a specific photography philosophy?
M&K: luxury products are our main business, but we like to mix the genres… so we tried not to do a classic car lightning or scenery – it could also be a perfume or fashion accessory.

DB: what were some of the biggest challenges in developing the final piece?
M&K: developing full CGI images is always a challenge as you have no physical base, where you can start working or thinking. details appear very late and it`s a very abstract process.

DB: what are your thoughts on the design of the BMW series 4 coupe?
M&K: I’d really like to drive a coupe – it’s the most elegant design of a car in my eyes, but I do always have to transport a lot of equipment.

image courtesy BMW AG © thomas de monaco

opting for a studio shoot, international still life photographer thomas de monaco speaks on his creative approach:

DB: can you tell us a bit about your background in photography and how your experience in the field has influenced the outcome of your take on the new BMW 4 series coupe?
thomas de monaco: as still life photographer I am working in the field of luxury and beauty. most of my work is done in paris. hope you can feel a bit of this source in the pictures.

DB: how did the idea of this project come about?
TDM: from the very first beginning I had in mind to make stills, which can work also as motion. I didn’t want to move the object or the camera. the only thing left was light.

DB: how did you decide upon the final concept?
M&J: I saw the car in the studio and it had the perfect shape for this idea.

DB: do you have a specific photography philosophy?
M&J: no 3D!

image courtesy BMW AG © mark borthwick / brigitta horvat

mark borthwick, one of the fashion world’s most influential photographers, cast the BMW 4 series coupe in a surreal light

together, the photographers have conjured up four unconventional works which change how to traditionally look at vehicles, allowing space for personal interpretations – just as the BMW 4 series coupe can be adapted to the driver’s personality through the choice of interior and exterior equipment lines.