Called BMW Guggenheim Lab, the partnership is a six-year-long program designed to help architects, engineers, artists and scientists design new models for urban life worldwide.
Ryan Schinman, founder and chief executive of Platinum Rye Entertainment, the world's largest broker of celebrity talent, models, recording artists, sports figures and other celebrities for ad campaigns and p.r. events, says the stigma that once kept Hollywood's A-list from promoting goods is all but nonexistent today.