Beat Capital, integrated strategic development and media firm, approached us to devise an original art project for the preview of the new Fiat 500 car in the UK prior to its official launch in January 2008, and to celebrate the model’s 50th Anniversary positioning the Italian brand in the UK as an iconic and influential player within the world of art and design. We devised the Fiat 500 Collectors Cars, a concept that involved commissioning a contemporary artist to create innovative artworks for a fleet of cars, and in turn an on-the-move pop-up exhibition. Internationally acclaimed British artist and Royal Academician Tracey Emin was invited to customise four cars. Emin’s drawings, each unique, were applied to the cars’ exteriors by vinyl wrap, and her signature stamped their interiors.
Fiat 500 Collectors Cars, launched in October 2007 and coincided with the principle week for international art in London for the Frieze and ZOO Art Fairs; accordingly, it took artists, collectors and VIP guests to an array of exciting openings, auctions, art fairs and parties. One of the four vehicles was auctioned through Phillips de Pury alongside their opening auction at their London HQ, with part of the proceeds going to PEAS (Promoting Equality in African Schools), Emin’s chosen charity in Uganda. The second car raised an astounding £200,000 in charity auction ARK in June 2008, supporting both the ARK Charity and, once again, Emin’s 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.