BMW considers it its responsibility tosupport non-commercial culture as well and to do its part

Car manufacturer BMW has a long-standing tradition of supporting art and culture. Ewoud Van Der Heyden, Marketing Director of BMW Group Belux, explains why the KMSKA should definitely be part of that.

Why do you consider it important to engage in this kind of partnership?

Ewoud Van Der Heyden: “We have traditionally maintained a wide range of partnerships, from gastronomy to sports, with the Red Devils and Flanders Classics, to entertainment, for example with Live Nation. In this way, we aim to create a complete ecosystem and gain additional credibility and visibility with a premium audience. Our core value has also been joy for decades, recently redefined as ‘Freude Forever.’ This expresses that we still stand for the freedom of individual mobility, but with respect for the planet. We are strongly committed to corporate social responsibility, including our support for the UZA Cancer Fund and the sustainability of our distribution points. It is essential to emphasize and continue developing our social component.”

Why did you choose the KMSKA?

“BMW has a long-standing tradition of supporting art and culture. Perhaps the best-known example of this is our collection of famous car models, the BMW Art Cars, which were designed by artists such as Andy Warhol, David Hockney, and Jeff Koons. In addition, we have for many years supported the Brussels Art Fair, the TEFAF art and antiques fair in Maastricht, Art Basel, and the artistic photography fair Paris Photo.

Internationally, we recently decided to focus our cultural investments on modern and contemporary art, architecture and design, as well as classical music, jazz, and sound. In Belgium, the KMSKA is truly outstanding and touches on two of these three pillars: through its extraordinary collection and the renovated building itself, one of the finest architectural achievements in recent years in the country.

Finally, opening up a cultural institution of this level to all layers of society—this was something we simply had to support. We know that the necessary resources are not always made available by the government. As a socially engaged company, we consider it our responsibility to also support non-commercial culture and to do our part.”

What is your favourite work from the collection?

“We chose 'Development of a Theme in Red: Carnival' by the Antwerp painter Jules Schmalzigaug. An early avant-garde work from 1914 and the first Belgian abstract painting. We are drawn to its vibrancy and bold colors. The dynamism and joy that radiate from it reminded us of joy, our core value. The painting also recently returned from BMW’s headquarters in Munich, where it was displayed for a time in the Kunsthalle. A nice connection between the KMSKA and BMW.”

What is your company most looking forward to during this partnership?

“We hope to organize many unique events for our clients and strengthen the sense of community around our brand. At BMW, we value long-term collaborations. There is a wonderful foundation to build on, and I already know that we will do great things together.

My dream? Every two to three years, we organize a major event to show our top clients where we, as a group, are headed. The event has grown larger each time, and now the question is what the next step could be. It would be magnificent to hold a three-day event at the KMSKA, in co-creation with the museum team and several artists. I’m thinking of a presentation of what our brand has stood for culturally for decades, combined with an explanation of, among other things, our ecological vision, featuring real cars and projections. Nothing like this has ever happened in our sector. It would be truly extraordinary.”