Inside the Immersive BMW Installation Opening at the India Art Fair

BMW Group India marks a decade of cultural partnership with the
debut of ‘A Giant Sampler’ by artist Afrah Shafiq.

BMW Group India returns to the 17th edition of the India Art Fair at the NSIC
Exhibition Grounds, New Delhi, celebrating ten years as a presenting partner. This
year’s centerpiece is the “Future is Born of Art” Commission, awarded to Afrah
Shafiq for her large-scale installation, A Giant Sampler. The work transforms the
fair’s façade into a digital-meets-traditional tapestry, blending historic embroidery
motifs with interactive Augmented Reality (AR). Central to the aesthetic is the
reimagined BMW wheel, rendered in cross-stitch to symbolize the fusion of precision
engineering and human heritage. The installation invites visitors to engage with a
layered narrative of memory and motion, marking a bold evolution in the brand’s
commitment to the Indian creative ecosystem.

UDHQ Take: This isn’t just an art exhibit; it’s the ultimate weekend flex for the
culturally elite. By positioning the BMW Concept Speed top alongside Shafiq’s AR-
driven installation, the brand is blurring the lines between high-performance luxury
and high-concept art. If you aren’t seen at the NSIC grounds this weekend, did your
social calendar even happen? It’s the perfect intersection for those who want their
automotive passion served with a side of intellectual capital. Expect the city’s most
influential circles to be navigating the AR layers while eyeing the future of mobility.

Source: BMW Group