After the creation of a design division, the launch of its own drink and other initiatives, Cupra continues to expand its brand universe with the launch of a traveling international art exhibition. With “Own the Wheel” the automotive company explores the sensation of driving through the eyes of seven European artists who reinvent the steering wheel with their works as a symbol of choice and taking control over the path of life.
The initiative, whose creative concept and execution have been worked on together with Fuego Camina Conmigo, in the first collaboration between the brand and the agency, represents Cupra’s first foray into the territory of art. It represents, as the company explains in a statement, a reinforcement of its commitment to talent and creativity.
Seven European artists share their views on the wheel and driving
The exhibition is articulated under the claim “No drives, no Cupra” (Without drivers there is no Cupra) and includes seven unique pieces that reinterpret the steering wheel. Each one has been designed and manufactured by the artists Six Dots, Waiting for Ideas, Billi Thanner, André Romão, Giulia Tavani. Sita Abellán and Oliver Latta; from Spain, France, Germany, Italy, Austria, Portugal and the United Kingdom.
The exhibition is curated by Offf Studio, the creative production studio that promotes the Offf Barcelona festival.
The works reflect on the steering wheel, the point of contact between the person and the machine, as a symbol of the importance of living consciously and promoting feelings in an increasingly automated world. Thus, each piece evokes the emotions of deciding, moving forward and experimenting and vindicates the act of leading one’s existence, combining art, design and automotive with the unique vision and style of each author.
Cupra points out that the initiative aligns with its brand positioning, which maintains that without a driver there is no experience. “Cupra was born from the desire to awaken emotions and make the human experience a unique sensation. With ‘Own the Wheel’, we once again put the driver at the center and highlight his figure in an increasingly rational and automated world,” commented Ignasi Prieto, Chief Brand Officer of Cupra, in a statement. “Starting from our conviction that what moves us is our ability to feel, this exhibition invites us to reflect on self-awareness and living in the present..”
“Own the Wheel” was presented on February 11 at the Cupra City Garage in Madrid, where it can be visited until February 14, before it begins its tour in the coming months in other brand spaces in other European cities.
Cultural communication
The exhibition communicates an audiovisual campaign composed of a manifesto piece and a specific piece for social networks, produced by Canada. These provide a cinematic look and reinforce the emotional story of the project, giving prominence to the figure of the driver and the bond between person and machine.
From Fuego Camina Conmigo they assure that the initiative proposes a new way of understanding brand communication and advertising, moving away from the conventional and creating cultural proposals with impact and meaning. They assure that the creation of these experiences provides the ability to connect with the public from a more emotional, symbolic and contemporary point of view.
“The initiative represents an evolution of advertising towards a cultural format, where the brand stops interrupting to propose, and where the message is transmitted through objects, stories and experiences with their own value.“, expressed Luis Conde, Founding Partner and Director of Strategy of the agency, in a statement. “It is no longer about being a passive spectator, but about entering into a much more lively, interesting and sophisticated reflection.”.
