An iX1 split in two: how MANKEY turned a BMW into a Tokyo statement

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BMW has turned the electric iX1 into an art object for its Japanese brand store FREUDE by BMW. The crossover wears a livery by MANKEY — the graphic designer who worked with A Bathing Ape from the brand's earliest days.

The car will be on display in Tokyo, in the Azabudai Hills district, until July 8. At the heart of the project is the theme of «joy»: BMW wants to present the iX1 not only as an electric crossover, but also as part of an urban culture that resonates with younger audiences.

MANKEY chose an unusual approach. One side of the car references BMW's internal structure, while the other is assembled from the designer's personal symbols and elements he associates with joy. The result is not just a flashy wrap, but a visual clash between engineering and emotion.

The designer himself noted that BMW is not a random brand for him: the last car he owned was a BMW X5. In his words, working on the iX1 felt particularly personal and «exciting».

Alongside the car, FREUDE by BMW will showcase other MANKEY projects, including T-shirts. For BMW, this is a local Japanese project, but its meaning runs deeper: the brand once again turns to art to talk about cars in a language beyond range figures and screens.