“I really enjoyed working on the Fiat Cinquecento, which I refer to as the ‘mouse car’. It was tempting to make them even more super-cute, but instead decided to give them an edge.” - Tracey Emin, 2007
In 2007 Fiat launched their new design for the updated model for the iconic Fiat 500 car. They approached Artwise to come up with an art strategy of how they could mark a UK launch. The idea was to launch and the Fiat 500 Collectors Cars: a concept that involved commissioning a contemporary artist to create artworks for a fleet of cars, and in turn would make a highly innovative on-the-move pop-up exhibition.
To launch the initiative, internationally acclaimed British artist and newly-elected Royal Academician, Tracey Emin was invited by Artwise to customise four of the new fiat 500 cars with her unique drawings. The artist’s drawings, were applied to the cars’ exteriors by vinyl wrap, and her signature stamped their interiors.
The cars then became the unofficial VIP pick-up cars for the International Frieze Art Fair. This turned into an exciting press story as we had many celebrities opting for these unique little ‘art cars’ rather than the normal VIP shuttles. Artists, collectors and VIP guests were dropped off to an array of exciting openings, auctions, art fairs and parties.
One of the four vehicles was then auctioned through Phillips de Pury in their opening auction at their London HQ, with part of the proceeds going to PEAS (Promoting Equality in African Schools): Emin’s library charity in Uganda. The second car raised an astounding £200,000 in the charity auction ARK in June 2008, supporting both the ARK Charity and, once again, Emin’s charity PEAS. The success of the Tracey Emin Fiat 500 Collectors Cars was noted by The Independent, The Telegraph Online, Times Online, Motor Trend, the Auto Channel, Autocar Print, Auto Express News, KultureFlash, The Art Newspaper and many more.