Art in Motion: Volvo Art Session Transforms XC60s into Art
Volvo Car Switzerland Encourages Artists to Create Unique XC60s
For the last three years, Volvo Car Switzerland has put together the Volvo Art Session at the central train station in Zurich. This past weekend, established and up-and-coming artists “redesigned” a 2014 Volvo XC60.
This year’s theme was “Designed Around You.” A white XC60 stood on stage before a white drop-back canvas. The international artists used a variety of materials to paint, spray, and design, and at the end of each session there was a 3-D piece of art. However, that was only temporary, as the next artist would come by and paint over it. If you want to see the final results, visit www.volvoartsession.com . In addition, well-known Italian photographer Francesco Carrozzini documented the event, and his images will be published in a photo book later this year. The changing Volvo XC60 was also captured on a time-lapse video camera.
Anouk Poelmann, president of Volvo Car Switzerland, says, “With the Art Session, we want to demonstrate that Volvo Cars is a creative and innovative brand which places people at its heart. This unique art happening also enables us to reach new potential customers who hadn't considered Volvo previously.”
The first Volvo Art Session was composed of Swiss artists and was expanded to include artists from China the year after that. This year's event was the most inclusive to date: “The diversity this year was immense, and this was really noticeable. Positive and creative energy flowed throughout the stage where the artists were working. Passers-by were constantly stopping and taking photographs of the work. Many stayed long enough to see the transformation of the car,” explains Poelmann. This year's artists were German 3-D graffitist DAIM, French-American duo Koralie & Supakitch, street art stars Etam Cru from Poland, Swiss graphic designer Blanda Eggenschwiler, Canadian couple Lexr & Evoke, and half-Chinese artist Daniel Man, based in Germany.
“In the three years since Volvo Art Session started, the event has grown constantly. We continue to attract more and more attention from both the media and the public. We are also attracting increasing amounts of international attention,” Poelmann adds. The UK-based art and style magazine i-D co-hosted the event.
Source: Volvo Global Car Group