Jordane de Tyssandier, The Head of Patronage, BMW France
BMW France has long been involved with photography, especially Paris Photo, but it was a marketing approach based on the ties between its customers and collectors. However, local dealers are encouraged to becomes patrons of local initiatives. That is how BMW-France became involved with the museum.
Although BMW automobiles are known in France, the company is less so. Photography combines the technical with the aesthetic. The fact that the museum has a laboratory and the ability to conduct research creates a relationship with the company’s research and development teams. It was therefore possible to avoid the potential handicap of a large company investing in a museum.
The ways in which the company supports the museum: creative residencies, human and artistic projects close to the values that drive the company, to accompany artists through the completion of their projects, including their exhibition (Arles, Paris-Photo) and co-publishing the resulting work with Éditions Trocadéro.
