nanjing-based EDGE Creative Collective member HONGHUA’s live art performance on a VOLVO V60 plugin-in hybrid, NeochaEDGE for 2012 VOLVO ART SESSIONS
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 of all 7 car treatments here 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 one of the final car treatments from Nanjing-based EDGE Creative Collective member Honghua. This concept captures the feeling of re-birth and harmony with nature that will come with environmentally friendly technologies. In an ideal future, plants and animals are able to recover and live in harmony with humans. Circular shapes are used throughout the sketch to represent harmony and the process of re-birth. We’ve also shared a making-of video and photos of the art performance. To see the other final car treatments, link here.
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!
If you’d like to collaborate with Honghua, purchase her work, or view her full portfolio, please send us an email: EDGE@Neocha.com
For more from Honghua on NeochaEDGE, link here.
For more NeochaEDGE client work, link here. /// GZ
Volvo Art Session 2012 – pre-treatment ///
Honghua – Volvo Art Session 2012 – final car treatment ///
making-of / behind-the-scenes photos ///