The MINI Cabrio as interpreted by artist Zena Assi
As part of its unique approach to marketing in the Middle East, MINI has tied up with Dubai based gallery, Art Sawa and emerging Lebanese artist, Zena Assi. The result is a unique piece-of-art to celebrate MINI's 50th birthday and the recent launch of the MINI Cabrio in the Middle East. This unique creation will be displayed at Art Sawa until the end of October.
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 chosing 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. And the checkered bonnet and rear is a "Clin d'oeil" or cheeky reference to MINI's motorsport and winning heritage.
Speaking about her unique work-of-art Zena Assi, said: "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."
MINI is known across the globe for celebrating culture, creativity and design. At a global level MINI supports urban projects, competitions and events that champion creativity such as music, film and art. It made sense for MINI to collaborate with Art Sawa, a gallery that specifically represents a range of Middle Eastern talent. This is a cause that MINI is not only passionate about but one that also aligns with the brand.
MINI is an intelligent brand that opens its doors to the very notion of using space more creatively. And now the two core philosophies of design and creative use of space have been incorporated by Art Sawa to produce the moving artwork by Zena Assi entitled "Fusion MINI". For more information on MINI and its artistic creations visit: www.MINIspace.com or www.MINI-me.com
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ABOUT MINI:
Since its launch in 1959, MINI continues to redefine small car design. A car of substance in abundance, MINI enjoys worldwide popularity among all ages and groups. In fact it was the first small car to achieve genuine global success. MINI not only has a history, it also has its very own personality. A trendsetter in its own right, MINI sets itself apart through its unique interpretation of style and design. Aquired by the BMW Group in 1994, the MINI brand includes the MINI Cooper and Cooper S, MINI Cooper Cabrio, MINI Clubman and the new MINI John Cooper Works range of models. To date over 6.8 million units of the MINI have been produced since its birth in 1959.
About Zena Assi:
Born in 1974, Tripoli, Lebanon, Assi continues to live and work in Beirut, Lebanon.
Assi's sharply defined portraits of still impressioned elongated and often melancholic figures of young men and women call for attention alongside her cluttered cityscapes that are crammed with wires, television antennas and buildings stacked precariously on top of one another. Her canvasses are filled with interwoven lines set against bold fields of colour abstractions. Lines of varied width and texture swirl rhythmically beyond the picture plane thus echoing the sense of a dynamic energy.
Zena Assi never makes preparatory sketches and instead begins by priming her canvases directly. The base layer is created using mixed media followed by adding different textures and materials; tissue paper, cloth, broken brushes to name a few. The result is contrasting layers of thick impasto. The artist often finishes off with a layer of oil colours which give her canvasses their peculiar, vigorous luminosity. For more information please visit: www.artsawa.com
For more information please contact:
Laura Fanning, Account Manager, d'pr
Tel: + 971 50 568 3552
laura@d-pr.ae
Leanne Blanckenberg,
Corporate Communications Manager,
BMW Group Middle East
Telephone: +971 4 3132615 / +971 50 6597037
Email: leanne.blanckenberg@bmw.com
Media website: www.press.bmwgroup.com
© Press Release 2009
