With all the shenanigans surrounding the recent Paris Motor Show, you’d be forgiven for thinking that Metamorphosis is yet another new Lotus model ready the join the Esprit, Elan, Elite, Elise and Eterne. Fear not, for Metamorphosis is in fact a unique collaboration between Lotus and the award winning French artist Gérard Rancinan – due to be revealed on Friday (12th November) at an exclusive VIP event in Los Angeles.
No doubt there will be many who remain puzzled by Lotus’ transformation from purist drivers car to style icon, but Lotus CEO Dany Bahar has some words to share with us on the topic:
“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 is a French photographer whose work has appeared in publications such as Sports Illustrated, Time, and Life. He is no stranger to contoversy and is well known for perfectly capturing the true artistic expressions of each subject he shoots.
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.
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.”
Source: Visit http://www.rancinan.com to see more images
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.”
We’ll have the full collection of Rancinan images to share with you next week, but in the meantime you can view a behind-the-scenes video (below) showing the images being created. Interesting eh?
Let us know your thoughts in the comments.
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