Rolls Royce collaborates with Refik Anadol for its Digital Art Program

KUALA LUMPUR: Refik Anadol, Los Angeles-based media artist featured for Muse, which is Rolls Royce Digital Art Program. The Turkish-born artist will incorporate all the possible colours in his art that the brand has used for more than ten years.

Entitled Art of Perfection: Data Painting, Anadol’s artwork will be debuted during Frieze Los Angeles and will be on exhibit at the Peninsula Beverly Hills from Feb 10 to Feb 17, 2020. The artwork will also be taken to the 2020 Geneva International Motor Show which is slated to happen in March.

For unawares, Muse is a vision of Rolls Royce to collaborate with passionate artists to “foster creativity through collaboration and push technical and conceptual boundaries”. It has two initiatives at present, including The Dream Commission and The Spirit of Ecstasy Challenge.

Talking about The Dream Commission, it invites established as well as aspiring artists to submit a moving-image work that provides an “immersive sensory experience” to the viewers. This initiative is partnered with art institutions like Serpentine Galleries and Fondation Beyeler. Out of which the former is known for contemporary art since 10970, while the latter is Switzerland-based art museum renowned for combining art, architecture and nature.

Participants under this initiative are selected through a two-phase process by a jury of leading curators and artists. It is a two-year-long process that shortlists only one artist from all the entries for working on the final artwork.

Next is The Spirit of Ecstasy Challenge that involves use of materials in the most creative manner. It invites artists to “re-imagine the sculptural figurine that graces the bonnet of Rolls-Royce motor cars”.

The practitioners need to play with materials like aluminium, wood, leather, glass and carbon fibre, all that Rolls Royce uses in making its wondrous road machines. They need to come with something creative that essentially depicts their unique vision to the world. The final creations go to a worldwide tour and also at the company’s outlets. Also, the practitioners get a chance to meet Rolls Royce’s expert craftsmen before the start of the process.

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