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Artists take centre stage at Porsche

Porsche is shining a spotlight on art: the sports car manufacturer is offering artists new channels to showcase their work to a wider audience through its two projects, The Art of Dreams and Global Gallery.

Designed as a series of interactive art installations in cities, The Art of Dreams features work that deals with the topic of dreams from different perspectives. The exhibition will begin with a piece by French artist Cyril Lancelin called ‘Remember your dreams’; an oversized installation that will be on display at the Palais Galliera Musée de la mode de la Ville de Paris from 15 to 24 October.

Porsche's Global Gallery exhibition provides an opportunity for emerging artists to showcase their digital work on famous billboards around the globe, such as in Times Square in New York.

The Art of Dreams: interactive pop-up installations

‘Remember your dreams’, by French artist and architect Cyril Lancelin, is an oversized installation measuring 10 x 12.4 x 7.6 metres (L x W x H). The immersive work is composed of air-filled elements and creates a surreal environment that invites visitors to step out of their everyday reality and remember their dreams. After all, remembering them is the first step to making dreams come true.

The exhibition series will be making an appearance in a number of cultural capitals. The next stop for The Art of Dreams will be a public exhibition in Milan in the spring of 2022.

Global Gallery: art at prominent advertising spots

The Global Gallery exhibition set up by Porsche and the König Galerie will see large, digital billboards around the world re-purposed as digital canvases for young artists to display their work. For example, the billboards at the busy Shibuya Crossing in Tokyo and the iconic screens in Times Square in New York will all exhibit digital works of art. Emerging artists can also realise their dreams and showcase their work to a wider audience via similar exhibition spaces in Berlin, Madrid and Seoul.

The Global Gallery exhibition includes digital art by Andy Picci, Auriea Harvey, Banz & Bowinkel, Ben Elliot, John Yuyi, Jon Burgerman, Jonas Lund, kennedy+swan, Manuel Rossner, Nicole Ruggiero and Junuwana. The virtual artwork can be purchased as digital assets known as non-fungible tokens (NFTs) from misa.art, an online marketplace run by the König Galerie that is considered the first NFT art platform for traditional and digital art. The misa.art/gg page also includes information about the artists and their work.

Porsche puts life's dreams in the spotlight

Under the title "Dreamers. On.", Porsche’s Marketing Communications department is implementing a long-term global attitude campaign. The launch of the Global Gallery exhibition coincides with Porsche's new Dreamers. The communication agencies Proximity and PHD are both supporting Porsche with the project.

Engagement: culture for the masses

For example, the sports car manufacturer is a premium partner of Leipzig's Gewandhaus Orchestra and is the main sponsor of the Stuttgart Ballet company. Porsche Deutschland GmbH has also been a partner of the Elbphilharmonie concert hall in Hamburg since July 2021.

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Oct 18, 2021 at 00:44

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