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The Conceptual Journey

Jordan Mellor takes a conceptual car journey at the launch of the VW Scirocco MKIII

Published on September 1st 2008.

The Conceptual Journey

Back in 1974 VW launched its Scirocco MK1 and since then the car has morphed into the car we see today. This morphing effect must be contagious, it had clearly infected the designers and my judgement had morphed from uncertainty to an understanding of this art exhibition at Fourways House, Hilton Street in the city.

“Five of the top UK designers were given the opportunity to bring the VW to life in unexpected forms, ranging from furniture to lighting design, they were to launch a static space into motion”

The idea was simple, five of the top UK designers were given the opportunity to bring the VW to life in unexpected forms, ranging from furniture to lighting design, they were to launch a static space into motion. The exhibition generated a lot of buzz and conversation, but was this about the car? Peoples focus and attention were either on the art or the beautiful models delivering champagne and not on the car parked up outside.

Four different art installations surrounded the guests. On entry you walked into a 360 degrees film which followed the car on a road journey. Starting in normal cinematographic style you follow the car on its winding road journey, a few magic mushrooms later and the film slowly gets more trippy and abstract, blending the four screens into a journey which brings the room into motion.

In the centre of this installation was what only can be described as a kids toy box on wheels, each unit reflects upon a car in its simplest form, the compartments of this storage device, drinks table or seat opened up like a car would – the bonnet, the doors and the boot.

The giant rocking chaise longue and the light show were unique and sparked much interest. The chaise longue resembled a cars steering wheel and was very comfortable but nauseating if you rocked too far. The light show was clever and signified the long exposure photography shots of lights in motion. Projected from above your head, the lights would whiz around your feet so your engaged in the art as the lights would skirt past and round where you stood, giving the impression the floor was alive with fast moving cars.

For years VW have been known for breaking the norm with their marketing and advertising campaigns, but this one threw me back. Then again, that which generates debate and conversation, will bury itself into your subconscious. VW have come up with a concept which makes you question the purpose and use, and will therefore be remembered for a long time to come.

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Rebecca WhoSeptember 1st 2008.

To be honest, I didnt get this. As an event, nothing seemed coherent. I learnt nothing about the car and I hated the design of what seems to be the brand image of the launch. (What looks like scattered tic-tacs or bacteria under a microscope??) but this could just be me.

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