NeochaEDGE for 2012 VOLVO ART SESSIONS – massive, 4-day live art performance
Promoting Chinese creative culture and changing the world’s perception of Chinese art has always been our mission, so we couldn’t have been more excited to participate in this year’s Volvo Art Session.
Our task: assemble and art direct seven of China’s most prolific creative talents to re-imagine the new Volvo V60 Plug-in Hybrid and the 30+ square meter background canvas behind it.
The setting: a massive stage in the middle of Zurich’s Hauptbahnhof train station (Europe’s largest open air structure), with hundreds of thousands of curious passer-by’s taking pictures and filming video (and sometimes getting involved in the creative process) of the open VOLVO Art Sessions studio.
Each artist was given nine hours to complete their treatment of the car, with the next artist painting directly over the previous treatment, thus creating a continuous flow of creativity that started early in the morning (6 AM) and ended late every night (1 AM). See the time-lapse video below to understand how the cars evolved one after another.
For this project, we worked with EDGE Creative Collective members representing a variety of styles, geographies, and interpretations of the what sustainable mobility of tomorrow means. The participating EDGE Creative Collective members, in order of performance, were Shadow Chen, Wang Meng (aka: Dora.S), Sally Zou, Honghua, Hua Tunan, LEFT, and Shan Jiang x Ollie Munden.
We’ll let the results speak for themselves – see below for all the final car treatments. We’ve also shared a video and photos of the opening event, as well as the above-mentioned time-lapse video of all the treatments coming together.
In the coming days, we’ll be sharing making-of videos and photos of each individual car treatment…stay tuned.
Lastly, a huge shout-out to our friends and collaborators at Eqal for putting the whole project together and for showing all of us an amazing time in Zurich! And, of course, our appreciation goes out to Volvo for embracing art and creativity in its communications, and providing us a platform to continue our on-going objective of gaining exposure for Chinese artists abroad. You guys inspire us!