ORAFOL hosts BMW Driving Experience unveiling

ORAFOL Australia, together with BMW and Drive Creative, unveiled the latest BMW M4 at its Creative HUB training facility in Erskine Park this week.

The vehicle was designed, wrapped and installed by Melbourne-based Drive Creative’s Sam Rogers in partnership with the BMW team, using ORAFOL’S Oracal 970RA premium wrapping cast.

Alex McClelland, Chris O’Bryan and Lee Dunks

ORAFOL Australia managing director Alex McClelland kicked off the evening, saying it was a first for the company to host such an event at the Creative HUB and thanking Doug Greenslade and Pip Genge from the BMW Driving Experience team, as well as Rogers and Sharples from Drive Creative, in acknowledgement of their collaboration of time and effort on the project.

Drive Creative’s Sam Rogers then took to the floor, saying that the project was “a really exciting opportunity” for her and business partner Dan Sharples, and that they wanted to ensure that the design had some substance.

Pip Genge, Sam Rogers, Simon Vella and Trent Byrnes

“We’d always been a fan of the BMW Art Cars, famous artists were invited to use a BMW as a canvas for their art. Perhaps one of the most popular cars in the series was the M1 painted by Andy Warhol. But my personal favourite is the CSL by Alexander Calder which was the very first Art Car created back in 1975,” she said.

“With BMW’s rich ties to the arts, this is something we wanted to lean into and something that made the project very personal for me too. So, although our M4 isn’t an official art car, we wanted to create a wrap that showcased the artistic capabilities of our little shop,” Rogers added, thanking Doug and Pip for entrusting Drive Creative with the design.

“I knew exactly what I wanted to do, and I knew that material choice would play a big role in adding another dimension to the design,” she said, explaining considerations that went into the design including its asymmetrical components, and the ‘M’ logo which lines up perfectly with the separated gradient fade behind it.

“I made some of my lines go with the design language of the car, like that fades that funnel into the front intakes, and some of the design goes completely against the design lines of the car like the melting elements.”

In closing, she said, “We just want to appreciate that projects like this aren’t possible without the support from collaborative teams like ORAFOL and Pip and Doug from BMW, who have enabled us to wrap this M4 and with an open design brief. It really enabled us to showcase together what’s possible in design and wrap.”

“We are honoured to have the car in the room at Creative HUB at ORAFOL and to invite partners, customers, fellow media and staff here. This is a wonderful opportunity to really showcase the passion and the drive and the love that’s in our industry and in the people that we network with,” ORAFOL’s national strategic relationship manager Daniela Mastroieni told Sprinter.