Listen Up: BMW Backs Frieze Sounds

Sound works and art fairs are rarely compatible. There’s the impetus to keep moving (must…see…everything), the ambient murmur, and for exhibiting galleries, the difficulty of peeling off fairgoers to don headphones or enter a booth for a bit of aural stimulation. Frieze New York tackles these problems with the help of luxury cars and technology. The fair, which runs through today, partnered with BMW on Frieze Sounds, transforming a sleek fleet of VIP shuttles into sound cocoons for the duration of the commute to Randall’s Island–of course, it helps that the BMW 7 Series has a sound system that suggests a full orchestra is hiding in the trunk.