Art live at Zurich Main Station
Last weekend, the Volvo Art Session transformed Zurich’s main train station into an art studio. Over the course of four days, international and national artists each created a live installation featuring a Volvo XC90.
From May 15 to 18, passers-by, art fans and car enthusiasts at the central station experienced "how an illusion becomes reality" - international urban artists each had one day to stage a Volvo XC90 together with the background integrally according to their ideas. At the end of each day, a three-dimensional work of art was created, which was painted over the next day and restaged by the next artist. Passers-by were not only allowed to watch, the entire performance could also be walked through at the same time. The highlight of this year's Volvo Art Session was a three-dimensional installation by Swedish artist Erik Johansson - also interesting was the presentation of Volvo's foldable carbon fiber solar panel. Melanie Winiger and Blanda Eggenschwiler opened the Art Session. They unveiled Erik Johansson's artwork: a three-dimensional illusion on which Marc Sway's showcase made the illusion a reality.
The Volvo Art Session took place for the fourth time in 2014 - Simon Krappl, Head of Corporate Communications at Volvo Automobile Switzerland, explains why:
WW: Has the VAS been so successful so far?
Simon Krappl: Yes, we actually started really small on a very small stage. Then the event got bigger and bigger. The Volvo Art Session has established itself, both with the media and with the spectators. The event also attracts a lot of interest from artists. We had inquiries from various artists.
Which artists have applied?
We already work successfully with some artists, such as Daim. He has already been on the VAS stage twice and designed this year's VAS logo. He is now an Ambassador for Volvo. Blanda Eggenschwiler was on stage in 2013 and designed a Volvo Art Car. We were also in contact with knitwear artist Olek from New York. In the end, however, we had to select the artists in such a way that they fit the brand on the one hand and can offer a certain added value on the other.
Should the VAS change the brand image?
Volvo was perceived as rather rational. That is no longer the case. The focus has really changed. Of course, the core values are still very important at Volvo, especially safety, sustainability and quality. But for a few years now, the focus has been on the design aspect. They're going one step further by showing what's innovative about the brand and thus demonstrating the emotional value.
What connects the VAS slogan "Experience how an illusion becomes reality" with the brand?
The connection is that we wanted to do something different. That is, reinventing even something established is always difficult. We succeeded with the 3D illusion by Swedish photographer-artist Erik Johansson. You have to give people a platform to define themselves or to stage themselves. Today, communication no longer moves in just one direction. In all social media, people want interaction, and they want to participate in the brand. Nobody buys a premium brand just because they want to drive from A to B, but because they want to make a statement with their choice.
Ursina mason
