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  • shanghai-based EDGE Creative Collective member SHADOW CHEN’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 Shanghai-based EDGE Creative Collective member Shadow Chen. We’ve also shared a making-off video and photos of the art performance. To see the other final car treatments, link here.

    The concept we developed with Shadow uses the imagery of electric animals–sting ray, eel, jellyfish–to give power to the electric car. Extending out from the car are branches, seaweeds and veins and the car glows in a colorful patterns of electric colors. On the ground are wires made from fiber and colorful balls reminiscent of the properties of electricity, while the sky includes a bird silhouette formed by hands reaching out for their dreams. During the event, children from the audience were invited on stage to paste stickers and dots all over the work representing the electrons that fuel electricity.

    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 Shadow, purchase her work, or view her full portfolio, please send us an email: EDGE@Neocha.com

    For more from Shadow on NeochaEDGE, link here.

    For more NeochaEDGE client work, link here. /// JIMI

    EDGE Creative Collective member Shadow Chen for Volvo Art Session 2012 ///

    Volvo Art Session 2012 – pre-treatment ///

    Shadow Chen – Volvo Art Session 2012 – final car treatment ///

    making-of / behind-the-scenes photos ///

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