BMW Open Work 2023: "LA POTION (EH)" by Sara Sadik premieres at Frieze London, offering an immersive video and gaming experience

Frieze and BMW's annual collaboration continues with the exciting art initiative BMW Open Work. French artist Sara Sadik worked with BMW to present "LA POTION (EH)" – a captivating video and gaming experience, utilising BMW's My Modes and the innovative AirConsole technology of the BMW i5. The premiere of these works takes place at KOKO inside the BMW Open Work Lounge during Frieze London, running from October 11-15, 2023.

BMW Open Work is an innovative partnership between Frieze and BMW, exploring the intersection of art, technology and design. Marseille-based artist Sara Sadik has been invited to explore new directions through BMW technology and design. Sadik's work is a mix of fiction and documentary elements, inspired by video games, anime, science-fiction and French rap. Her stories explore characters striving to undergo physical and moral transformation.

“For my BMW Open Work 2023 commission I was interested in creating a work that could have transformational qualities for its viewers. I chose the title ‘LA POTION (EH)’ to hint at a tangible emotional metamorphosis. Inspired by a close dialogue with the BMW gaming (Air Console) and My Modes teams, I decided to see the BMW i5 as a character, the Avatar Neregy exploring different imaginary worlds both in the video game and in the video. It is also extremely exciting for me to build for the first time a work that can be seen by the general public during Frieze Week on the outside of KOKO as well as played exclusively in the car.” – Sara Sadik

LA POTION (EH) is an interactive video game and video installation project, designed to explore the changing emotional states of young male characters and to be played exclusively in the new BMW i5. Viewers follow Avatar Neregy across different worlds, tasks, and challenges in pursuit of psychological healing and transformation. Inspired by AirConsole Gaming Team and My Modes feature which allows drivers to set their car to a certain mood, Sadik has imagined the new BMW i5 as a character, a unique device that invites users on an experiential journey that embraces the topics of human centricity and digitalisation. Don't miss Sara's impressive work with the BMW i5 at KOKO, both inside and out.

Pictures: BMW Group