At Teatro Real, BMW’s 39th Premios Pintura “SinfonIA” fused classical music and AI, drew 1,300+ guests incl. Queen Sofía, and donated €500K to support post-storm solidarity.
The main objective was to renew and project the award as an international cultural benchmark aligned with the brand’s values: innovation, sustainability, and social commitment. The aim was to reinforce the brand’s position in the cultural sphere through an artistic proposal with high emotional and aesthetic impact. Other objectives included:
o Connect with new generations of artists and audiences, evolving the award toward digital while preserving its historical legacy.
o Increase the award’s visibility in media and on social networks.
o Strengthen its ties with key cultural institutions.
o Create a unique and immersive experience blending art, technology, and a social message.
The event’s central creative concept was “SinfonIA,” a fusion of classical music and artificial intelligence symbolizing the dialogue between tradition and innovation. This concept materialized through an audiovisual reinterpretation of Beethoven’s Ninth Symphony, using AI-generated projections. Creativity and innovation were also applied to the set design, which was produced under sustainability criteria.
