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With a perfect example of art in motion,
Lotus are set to unveil Metamorphosis – a unique
collaboration between Lotus and the award
winning French artist Gérard Rancinan – on
Friday (12th November) at an exclusive VIP event
in Los Angeles. Metamorphosis is a selection of
seven stunning images alongside a book created
by French writer, Caroline Gaudriault. Both
elements aim to capture the essence of Lotus’
evolution.
Lotus CEO Dany Bahar said: “Lotus is currently
going through a complete metamorphosis and at
times it can be a real challenge to communicate
the transition of a brand, especially one as
iconic as Lotus. The passion people have for our
brand can be both a blessing and a curse,
everyone has a strong opinion – for this reason,
we are always looking for creative ways to reach
out to the world. When the idea was presented to
me, I couldn’t resist. Gérard is an exceptional
artist, I have followed his work closely over
the years and I felt instinctively that he would
be the perfect person to demonstrate our vision
and encapsulate the spirit of our brand with his
images. People are in for a real treat when they
see all seven.”
Gérard Rancinan creator of Metamorphosis said:
“I can see a clear artistic link between the
work of Lotus and my photographs in terms of
commitment, the relevance of the subject matter,
the audacity of the creator, the beauty of the
gesture and the perfection of the object. We are
engaged in a dialogue which takes place on the
same terrain: the world of art.”
Caroline Gaudriault author of the Metamorphosis
book said: “Authors always look for a good story
to use as a kind of canvas; their characters
take on the form of living matter; they
introduce twists and turns in their narratives
in an attempt to surprise their readers. By
immersing myself in the Lotus saga, I was able
to find all the material I needed to create a
feuilleton drawn from real life.”
Lotus Director of Design Donato Coco said: “From
a design perspective Lotus is in full
metamorphosis and it’s a natural progression for
any forward thinking brand, in my view we are
retaining the core DNA through everything we’re
doing – the way I see it, Lotus is more Lotus
now than ever before. We obsessively seek
innovation, we are unique and we are bold, that
is what Lotus is about. With the Metamorphosis
collaboration we are simply spreading our wings.
The project means a great deal to me personally,
I have known Gérard for many years and we
inspire each other through our work – he
completely understands our vision for the future
of Lotus whilst still paying great respect to
our past.”
For a sneak preview of the collection which
includes one image each of the new product range
(Esprit, Elan, Elite, Elise and Eterne) and two
enormous montages, watch the exclusive behind
the scenes movie:
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