As part of an exclusive partnership beginning in 2011, the Munich-based premium carmaker BMW will be supporting the international talent programs of Steinway & Sons. The aim of the joint initiative between BMW and Steinway & Sons is to promote and nurture young musicians internationally.
On November 11, 2010, to kick off this exclusive partnership, BMW presented the special limited-edition BMW Individual 7 Series Composition inspired by Steinway & Sons at the Steinway factory in Hamburg, Germany. During this event, stunning examples of this special limited-edition composition were unveiled, along with a video explaining the many similarities and synergies between these two great luxury brands (watch the video).
The luxury sedans of the BMW 7 Series express the aesthetics, quality and exclusivity which both brands embody. A design style with a commitment to perfection is the hallmark both of vehicle production at BMW Individual and of grand and upright piano manufacturing at Steinway & Sons. The BMW Individual 7 Series Composition inspired by Steinway & Sons is presented in two perfectly coordinated color variants.
Both the exterior and the interior design are modeled in the colors of the piano keyboard and its contrast between black and white. At the same time, the paint finish — which comes in a choice of black or white — and upholstery and surface materials are the result of a design and build quality that is unique worldwide and has been developed specifically for this special edition. Adding an even more exclusive touch, precise highlight details complete the sophisticated appearance.
The exclusive look of the luxury sedans in the special edition BMW Individual 7 Series Composition inspired by Steinway & Sons is characterized by top-quality craftsmanship and the use of exquisite materials. To ensure a flawlessly sparkling body finish, the luxury sedans undergo a highly complex multi-stage process. Once the basic black or white paint has been applied, the body then receives three protective clear coats. Each individual layer is smoothed and polished by hand, resulting in a surface quality comparable to that of high-class piano lacquer and producing a similar sheen. Along with BMW Individual High-Gloss Shadow Line and 20-inch BMW Individual light alloy wheels, the car is visually enhanced by a gold-colored coachline running the full length of the vehicle.
Similarly, the interior features two different color concepts. In combination with the Piano Finish Black exterior, the upholstery, door trim, center console, headliner and lower section of the instrument panel come in the color variant Platinum. For vehicles in Piano Finish White, the equivalent interior components are available in black. The stylish environment is rounded off with high-class leather seats, a headliner in Alcantara, black lambswool floormats and interior piping in Piano Finish Black from the BMW Individual range. Exclusive details documenting the Steinway & Sons partnership are visible, for example, in the piano manufacturer’s gold lettering on the chrome strip at the rear of the vehicle. Further references to Steinway & Sons adorn the headrests, two cushions for rear passengers and a cashmere blanket which are embroidered with the golden lyre as well as the exclusively designed BMW Individual High End Audio System.
The overwhelming majority of concert halls worldwide choose the instruments of Steinway & Sons — for good reason. Thanks to the BMW Individual High End Audio System, which is specifically adapted to the interior of the luxury sedan and which comprises 16 exceptional high-performance speakers and a digital 9-channel amplifier, passengers enjoy outstandingly realistic sound quality wherever they are seated — equivalent to the musical experience provided by the best seats in a concert hall. Accompanying the BMW Individual High End Audio System is a collection of unique piano recordings from Steinway & Sons, featuring such renowned Steinway Artists as Vladimir Horowitz, Martha Argerich and Maurizio Pollini. The exclusively designed BMW Individual High End Audio System guarantees a globally unique combination of fascinating driving pleasure and authentic audio enjoyment.
Steinway & Sons and BMW very much look forward to the evolution of this partnership between two companies that are on a constant quest for perfection and want to make a positive impact on the world around them.