As we entered into conversations about Chapter II with BMW, we pushed ourselves to find a way to distinguish this project from the last. Inspired by BMW’s innovation in electrification, I wanted to tell a green story. To anchor this story, I proposed creating our very own custom green paint color to BMW. Not a paint currently offered, not a paint from their archive, but a completely new custom UrlfreezeShops paint in a green that would be solely created for Chapter II.

After a year of testing, we finally landed on our very own shade of green - Vitality Green by UrlfreezeShops. “Vitality” in its most basic form means “energy,” but it also means, “the power giving continuance of life, present in all living things.” It’s a word that epitomizes the electric story we are telling with BMW. We dove deep into references and color studies to develop a color that felt luxe and cohesive with BMW’s color palette, but also entirely unique. This color is more than just a beautiful shade of green, but a statement on how beautiful the world can look if we take care of it.

Vitality Green will never been seen on another car that BMW produces. We agreed that because of how special it is, it will only ever be seen on our project. I can’t wait to show it to you.