BMW iX3 and Valerio Berruti: art, sound and sustainability come together to tell the future of mobility
Artist Valerio Berruti and Renzo Vitale, creative director of BMW Sound Design, intertwine art and technology to tell the story of the Bavarian manufacturer's new electric mobility.
In the prestigious setting of the Palazzo Reale in Milan, the meeting 'More than kids meets More than a car' brought together two worlds only apparently distant from each other: the art of Valerio Berruti, one of the most intense protagonists of the contemporary scene, and the sound research of Renzo Vitale, Creative Director of Sound Design of the BMW Group. A dialogue that intertwines creativity, music and sustainability, anticipating the arrival of the BMW iX3, the first car of the Neue Klasse, expected in spring 2026.
Berruti's poetic universe, the protagonist of the exhibition "More than kids", invites us to reflect on the themes of childhood and climate change through monumental sculptures, installations and animations set to music by artists such as Ludovico Einaudi, Daddy G of Massive Attack and Samuel Romano of Subsonica. His works speak of the future and hope, but also of responsibility towards the Earth, placing art as a space for collective awareness.
On a parallel level, BMW pursues its vision of sustainable mobility with a human and sensory approach. The new HypersonX soundscape, developed by the Vitale team, transforms electric driving into an emotional experience: 43 dynamic sounds and signals adapt to the driving context, creating an authentic dialogue between man and machine. The welcome sound, created with the voices of BMW designers, restores warmth and connection, symbolising a future in which technology and humanity coexist in balance.
The meeting between Berruti and BMW thus becomes a manifesto of the present time: an invitation to build a tomorrow in which innovation and beauty come together, demonstrating that even the automobile can be a work of art capable of generating emotion, harmony and, not least, environmental awareness.
This artistic and sustainable vision is part of a path that BMW has been pursuing for more than 50 years in the world of culture. With more than 100 projects developed globally, the BMW Group supports museums and institutions such as the Guggenheim Museum, the Tate Modern, the Centre Pompidou, La Scala in Milan and the Staatsoper Unter den Linden.
