We are delighted to have BMW Group France as the official partner of the Singulart Prize 2025. The shared support for innovation and artistic excellence brings Singulart and BMW together on this journey. In its theme, ‘Deeply Human,’ this year’s prize explores the heart of human emotion and connection, providing a space for artists to discover the wisdom of human experiences in the context of a digital world that we live in. In this interview, BMW Group France’s Maryse Bataillard explains what BMW has been up to in the world of cultural sponsorship, and what she thinks about this year’s Prize theme.
Can you introduce yourself, share your background, and explain your role at BMW Group France?
My name is Maryse Bataillard. Since joining BMW Group France in 2014, I was responsible for corporate communication, social responsibility (CSR), and cultural sponsorship. I began my career in luxury hospitality and airport services, where I developed expertise in communication, public relations, and strategic partnerships. Later, I co-founded an ethical trading business in Singapore. At BMW Group France, I lead the company’s cultural engagement strategy, ensuring BMW enhances its community involvement by promoting innovative artistic and cultural projects. This includes supporting artists, exhibition curators, and major cultural events, while simultaneously strengthening BMW’s brand image and sustainability initiatives.
Magnum Photos is a global icon in photography. What’s the story behind this legendary organization, and how does it continue to embody excellence today? BMW Group France has been a patron of the arts for over 50 years—what’s the history of this commitment, and how does the company continue to support creativity and artists?
For more than 50 years, BMW Group has initiated and participated in hundreds of cultural collaborations worldwide, ensuring absolute creative freedom. It all began in 1973 with a commission for three works by Gerhard Richter for the lobby of BMW Group’s headquarters in Munich. In France, this journey continued in 1975 with the creation of the BMW Art Cars collection, initiated by French auctioneer and race car driver Hervé Poulain, who invited Alexander Calder to paint a BMW 3.0 CSL for the “24 Hours of Le Mans” race. After the success of this project, BMW continued the tradition and invited 19 renowned artists, including Andy Warhol, Roy Lichtenstein, Jeff Koons, and Julie Mehretu, to create BMW Art Cars. Mehretu’s 20th Art Car will race at Le Mans in June 2024.
Art can be sold in many forms at auctions, from traditional works to innovative collaborations. A unique example is Jeff Koons’ partnership with BMW on The 8 X Jeff Koons, where he designed a custom BMW 8 Series Gran Coupé, blending fine art with luxury design. This auction on SBX Cars highlighted how art can go beyond traditional media, offering collectors functional and unique pieces. Such projects expand the boundaries of art, reaching new audiences and redefining artistic appreciation.
These “rolling sculptures” that have participated in races have been exhibited at major museums and cultural events worldwide, bridging contemporary art with the automotive world. Furthermore, these works symbolize BMW’s longstanding commitment to promoting contemporary creation.
Over the past 50 years, international institutions, fairs and artists have developed new artistic perspectives and hybrid techniques. Contemporary art, music, architecture, design, film and photography were the focus of BMW Group’s partnerships. Since 2003, BMW France has been supporting a number of photography initiatives, with more than 100 projects coming to life worldwide.
In France, the BMW Art Makers program supports research and innovation. Could you elaborate on this initiative?
BMW Art Makers is a program that encourages artists and curators in the visual arts to explore contemporary societal challenges with complete creative freedom. The program invites them to experiment and develop a multifaceted visual project, offering a fresh perspective on current global issues. Once completed, BMW Group France showcases the project at internationally renowned art events, such as Les Rencontres d’Arles, Paris Photo, and even Art Basel Paris.
What key advice would you offer emerging photographers and artists to help their work stand out?
At BMW, we embrace a culture of innovation and constant reinvention, which extends to our artistic sponsorship. My advice would be to experiment, explore new paths, and present a unique perspective on your artistic practice. Develop creative approaches that are both authentic and recognizable. Collaboration is equally important for fostering a stimulating and inspiring environment.
The Singulart Prize 2025 highlights the theme “Deeply Human,” exploring emotions and connections. What inspired you to join the jury this year, and how does this theme resonate with you?
I’m honored to be a jury member for the Singulart Prize 2025 on the theme “Deeply Human.” At BMW we place humanity at the core of our innovations, creating products and services that meet people’s needs while offering renewed emotional experiences. I’m eager to discover the submitted works that center on human experiences or explore emotions in an increasingly technological world. I would be excited to see projects that reflect human sensibilities and address the social, environmental impacts of today’s society. We can better navigate the complexities of modern life through initiatives such as the Singulart Prize. This prize shows what it really means to be “Deeply Human”
What essential advice would you give to artists applying for the Singulart Prize 2025 to captivate and impress the jury?
I would suggest an innovative and original concept. It is important to demonstrate the unique quality of your work, highlight how your project aligns with the Singulart Prize’s values and objectives. Try to surprise us!
As an official partner of the Singulart Prize 2025, BMW will present the most powerful artistic representations of human experience. This collaboration serves as an example of the necessity of cultural engagement in the modern world. Together with Maryse Bataillard we can reflect on how art can spark conversations and unite art and technologies. We are looking forward to see the exciting works that will light up what it is to be deeply human.
Official Partner for The Singulart Prize 2025
