MINI showcased as art piece
Dubai, October 20, 2009
The MINI, a BMW brand, is being displayed as a piece of art in a move to celebrate its 50th birthday as well as to mark the recent launch of the MINI Cabrio in the Middle East.
As part of its approach to marketing in the region, MINI tied up with Dubai-based Art Sawa, an art gallery which specifically represents a range of Middle Eastern talent, and emerging Lebanese artist, Zena Assi.
Using the MINI Cabrio as a blank canvas and effectively answering the brief with her signature style, Zena Assi drew her inspiration from the relation between the individual and his environment, depicting the conflict between man and society.
By choosing a bright, vibrant red for the background of the piece, Assi represented the ‘new’ MINI’s as trendy, modern with a sophisticated look. In the forefront a crowd of people embrace MINI’s heritage, history and tradition.
The artwork, entitled “Fusion MINI”, features a checkered bonnet and the rear is a “Clin d’oeil” or cheeky reference to MINI’s motorsport and winning heritage.
“I have always admired MINI; both the old and new models, it is a car that does not limit itself in creative style. Participating in this project was an exciting challenge and lot of fun for me,” said Zena Assi.
The unique creation will be displayed at Art Sawa until the end of October. – TradeArabia News Service