There are moments when a luxury automobile ceases to be merely a feat of engineering and begins, instead, to resemble a statement of intent, bold, sculptural, and impossible to ignore, rather like arriving at a gallery opening with the subtlety of a thunderclap. It is within this invigorating overlap of mechanical brilliance and artistic sensibility that Outlook Luxe engaged in a spirited tête-à-tête with Hardeep S. Brar, President and CEO of BMW Group India, on the sidelines of India Art Week 2026. Brar speaks with the assured clarity of a man who understands horsepower but is equally conversant in the language of heritage, aesthetics, and cultural stewardship. For BMW, the association with art is not a fleeting dalliance designed to polish brand sheen; it is, as Brar articulates with persuasive conviction, an extension of the marque’s design philosophy, where every contour is deliberate and every innovation borders on the performative.
One is reminded that a BMW, much like a provocative installation, is engineered to elicit emotion before admiration settles in. Outlook Luxe engaged in an exclusive tête-à-tête with Hardeep S. Brar, President and CEO, BMW Group India, a conversation that traversed an expansive terrain, from the evolving definition of luxury in India to the responsibility of global brands to nurture creative ecosystems. The result is a narrative that positions BMW not merely as a manufacturer of exceptional automobiles, but as a discerning patron of culture, steering confidently toward a future where mobility is as intellectually engaging as it is exhilarating.
BMW has cultivated a strong global presence within the arts. How does cultural engagement complement the brand’s core philosophy of innovation and forward-thinking mobility?
Hardeep S. Brar: BMW’s commitment to cultural engagement is an extension of our core philosophy that embraces innovation and forward-thinking mobility. Art and culture inspire creativity, challenge conventions, and open new perspectives, qualities that are essential in pioneering the future of mobility. By engaging with the arts, BMW fosters a dialogue between technology and creativity, encouraging innovative ideas that transcend traditional boundaries and drive us toward more visionary, human-centered solutions.
Many brands sponsor art, but BMW has consistently pursued deeper involvement. What distinguishes meaningful creative collaboration from traditional sponsorship in your view?
HSB: Meaningful creative collaboration goes beyond financial support; it is about building authentic partnerships that encourage co-creation and shared vision. At BMW, we view ourselves as active participants in the creative process, working closely with artists and cultural institutions to explore new ideas and narratives. This approach allows us to contribute to the cultural landscape in a way that is impactful and lasting, rather than transactional or promotional.
BMW India celebrates a decade long partnership with the India Art Fair this year. What has sustained this relationship, and why are long-term cultural alliances important for a brand like BMW?
HSB: Our decade-long partnership with the India Art Fair is rooted in mutual respect and a shared passion for fostering contemporary artistic expression. Sustaining such relationships requires commitment, trust, and a genuine understanding of local culture. Long-term alliances allow BMW to authentically engage with diverse audiences, support emerging talent, and contribute meaningfully to the cultural fabric, these values align closely with our brand’s dedication to innovation and excellence.
Over these ten years, how has BMW’s role evolved within the fair from participant to cultural enabler?
HSB: Over the past ten years, BMW’s role has evolved from being a sponsor to becoming a cultural enabler, actively facilitating conversations, encouraging experimentation, and providing platforms for artists to push boundaries. This shift reflects our deeper understanding of the transformative power of culture and our commitment to nurturing creativity that resonates beyond the art world, influencing society and technology alike.
‘The Future is Born of Art’ Commission marks five years in 2026. What was the founding idea behind the initiative, and how has it matured as a platform for contemporary artistic expression?
HSB: The founding idea of ‘The Future is Born of Art’ was to create a space where art and innovation intersect, highlighting the role of creativity in shaping tomorrow’s world. Over five years, the initiative has matured into a dynamic platform that champions groundbreaking artistic practices and provokes dialogue around future possibilities. It embodies BMW’s belief that art is a catalyst for envisioning new realities and advancing cultural and technological progress.
The Commission continues to champion emerging Indian artists on the global stage. The 2026 Commission, themed ‘Crafting in Continuum’, is awarded to Afrah Shafiq for her immersive installation ‘A Giant Sampler’, displayed prominently across the fair’s façade for the first time. Shafiq’s work reimagines progress as continuity, a harmonious coexistence of handcraft traditions, digital systems, and human touch. Drawing on embroidery motifs and textile practices linked to women’s histories, the installation integrates an interactive Augmented Reality (AR) experience, inviting visitors to engage with layered narratives of memory, movement, and transformation. The BMW wheel, rendered in cross-stitch, emerges as a contemporary emblem of precision, motion, and cyclical change, connecting the brand’s heritage with artistic innovation.
As winners of the prestigious ‘Future is Born of Art’ Commission, led by BMW and India Art Fair, Afrah Shafiq joins the ranks of India’s most promising artistic voices. Previous winners, Non-Linear (Dennis Peter) and Cursorama (Yash Chandak) 2025, Sashikanth Thavudoz (2024), Devika Sundar (2023) and Faiza Hasan (2022), have set the stage with visionary works exploring community, materiality and ecology.
Innovation is a shared language between artists and engineers. How does the 2026 Commission interpret this idea, and what parallels do you see with BMW’s own vision of the future?
HSB: The 2026 Commission celebrates the synergy between artistic creativity and engineering precision, recognizing that both disciplines rely on curiosity, experimentation, and pushing limits. This collaboration mirrors BMW’s vision of the future, where innovation is not just technical but also imaginative, thus integrating design, sustainability, and emotional connection to create mobility solutions that inspire and empower.
India’s cultural landscape is becoming increasingly influential on the global stage. How strategic is this market for BMW when shaping its international cultural narrative?
HSB: India represents a vibrant and rapidly evolving cultural landscape that is crucial to BMW’s global narrative. Engaging with India’s rich artistic heritage and contemporary creativity allows us to connect authentically with local audiences while contributing to a more diverse and inclusive global cultural dialogue. Strategically, this engagement enriches our brand identity and supports our ambition to be a truly global innovator in mobility and culture.
Since its inception, BMW India has participated in leading cultural engagements across the country. In 2007, two BMW Art Cars embellished by world-renowned artists Andy Warhol and Roy Lichtenstein were presented at the Jehangir Art Gallery in Mumbai. BMW Art Car by Andy Warhol, Jeff Koons, Sandro Chia and Cesar Manrique have been exclusively showcased at various editions of the India Art Fair.
Additionally, in 2012 BMW has partnered with Kochi-Muziris Biennale, the contemporary art exhibition, which brings international artists to India and creates a global platform for Indian artists. In 2012-13, the innovative BMW Guggenheim Lab came to India. Based at Dr. Bhau Daji Lad Museum and conducted at six different venues in Mumbai, the lab organised six weeks of free programmes with diverse audiences and communities addressing the challenges and conditions of the urban city.
Experiences today often define modern luxury more than products alone. How do initiatives like these help BMW create deeper emotional resonance with audiences?
HSB: Modern luxury is indeed about meaningful experiences that resonate emotionally and intellectually. Initiatives like our cultural collaborations offer unique, immersive encounters that connect people to BMW’s values on a deeper level. By fostering creativity and shared moments of inspiration, we create lasting impressions that transcend the product, cultivating loyalty and admiration rooted in shared purpose and cultural relevance.
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Do engagements within the art world influence BMW internally, perhaps informing design thinking, creativity, or even future mobility concepts?
HSB: Absolutely. Our engagement with the art world fuels internal innovation by broadening perspectives and encouraging a culture of creativity and experimentation. Artists challenge conventions and explore new paradigms, which inspires our designers and engineers to think beyond technical limits and embrace holistic, human-centered approaches to future mobility concepts.
As BMW looks ahead, how do you see the brand strengthening its role not just as a supporter of the arts, but as an active catalyst for cultural dialogue?
HSB: At BMW, we see culture not as a sponsorship space, but as a creative ecosystem we actively participate in and help shape. Going forward, our role will evolve from being a supporter of the arts to becoming a catalyst for cultural dialogue by commissioning original works, co-creating platforms with artists and institutions, and using design and technology as powerful storytelling tools.
Through initiatives like BMW Art Cars, ‘The Future is Born of Art’ commission, and long term partnerships with leading cultural platforms, we enable artists to explore new mediums, question conventions, and engage wider audiences. We will deepen this approach in India by championing contemporary voices, fostering cross-disciplinary collaborations, and creating immersive experiences that bring art closer to people. Ultimately, BMW’s ambition is to spark conversations that go beyond automobiles, around sustainability, human creativity, and the future of mobility, positioning the brand as a meaningful cultural contributor, not just a patron.
