Jul 19, 2012
Rüsselsheim. Ready for the market launch of the all-new chic urban car, the ADAM, Opel has entered exclusive cooperation agreements with several avant-garde artists including “Julien Simshäuser”, “Totally Enormous Extinct Dinosaurs” and “Invernomuto”. These young, up and coming creative talents from Germany, the UK and Italy also represent the key markets where the Opel ADAM will play a prominent role starting with its market launch early 2013. These cooperation projects have been documented on the “ADAM&YOU” microsite where users can access videos, behind the scenes and making-of materials as well as photos.
The Opel Director Brand Marketing, Tomas Caetano says: “We are delighted to be working with such talented, young avant-garde artists for the launch of our chic urban car, the Opel ADAM. Apart from the traditional German engineering work, we have invested a great deal of creativity in the development of the Opel ADAM to ensure the highest degree of personalization. This creativity and individuality is mirrored in the work of the artists.”
At the start of the cooperation, the artists were given an exclusive, behind-the-scenes sneak-preview of the ADAM, long before the first photos were published. The artists took their inspiration from the Opel ADAM, each one of them in their own way. This has resulted in three totally distinct projects which is entirely the spirit of the three-door four-seater. The car also offers three different “mood” worlds, JAM, GLAM and SLAM which can be individualized like no other vehicle on the market.
Julien Simshäuser was visibly impressed with the generous interior space of the Opel ADAM. The Heidelberg-based artist then designed a digital world, a kind of interactive wonderland with rippling lines and abstract shapes. “Just as I can connect my smartphone with the Opel ADAM, a visitor can connect with my installation and everything is set in motion by his or her commands,” Simshäuser explains. The 23-year-old who was named “Digital Artist of the Year” in 2009 focuses his work of art on the relationship between nature and technology while contemplating what it means to be increasingly dependent on social networks.
Orlando Higginbottom also known as "Totally Enormous Extinct Dinosaurs" is well known for his colorful headgear and T-Rex costumes. The music producer and DJ focused on the theme of colors and personalization possibilities. The result: a rich, colorful and confetti-filled music video to accompany “American Dream Part II”. The soundtrack from his newly released debut album “Trouble” was named the “hottest record of the world” by BBC radio 1 in the UK, even before the release of the video. “I always thought it was terribly dull that we all drive one of 15 vehicle models with all the colors looking pretty similar – but the Opel ADAM is refreshingly different,” the 26-year-old Briton exclaims.
The artistic duo "Invernomuto" consisting of Simone Bertuzzi (28) and Simone Trabucchi (27) were inspired by the masculine and muscular design of the ADAM. “Obviously, the Opel ADAM is not a muscle car. Therefore, we also wanted to reflect its elegant contours,” the two Italians explain. Their video shows a typical superhero: toned muscles in a skin-tight outfit with an elaborate facemask, who spends a night on a cart race track where he shows off his powers. This is typical of “Invernomuto” who have made a name for themselves for their frequently absurd, sometimes enigmatic sense of humor.
The new Opel ADAM will celebrate its world premiere at the Paris Motor Show (September 29 – October 14, 2012). The first of the chic urban cars will reach the car showrooms from January 2013 onwards.
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