BMW — Print
Idea, Art Direction
Creative Agency — S.C.P.F*

Context
Matador is an art magazine through and through. Each issue is a limited edition, kept as if it were a collector’s piece.
How do you fit a car among so much artwork? How do you surprise an audience whose eye is already so used to beauty?

Idea
With this piece, we wanted to turn driving into an artistic discipline, placing the pleasure of driving on the same level as
the pleasure of art. To do that, we made Bayerische Motoren Werke—also known as BMW—into a contemporary artist with an
extensive career and international recognition. We printed its work, “Tire on Asphalt,” on premium laid paper and inserted
it into the middle of Matador magazine. The print featured a delicate die-cut so that lovers of driving and art could own a
limited-edition piece—one that combines the two disciplines that take you furthest.