Volkswagen | Introducing The New Arteon.
To launch the new Arteon in South Africa, Volkswagen have collaborated with South African artists to create an interactive experience where art, performance and technology meet.
Beautiful in every sense, the experience highlights the seamless design, evocative lighting and advanced technology systems through a unique Tilt Brush experience.
In collaboration with South African award-winning visual artist Bevan de Wet and award-winning musician DJ Kent, Volkswagen have created an immersive space inspired by the experience of the new Arteon.
Consumers can immerse themselves in a 4D world of art and sound. Here they can create and experience both the artists’ interpretation of the Arteon’s masculine lines, elegant design and advanced technology.
The name Arteon was derived from “art” and Volkswagen’s own suffix “eon,” which is used to signal premium models. To translate this, Bevan de Wet created “a space which looks at the world through an ‘Arteon’s Window’.
As de Wet explains,”The experience of the car viewed from the outside, its shapes, lines and forms; and from the inside, the experience of the world by looking out, with the movement of lights and colours, have inspired the elements of my design.”
DJ Kent took a slightly different approach when conceptualising the sound environment by remixing one of his most recognised songs Don’t Let Go. “The world we’ve created plays with the familiar but pushes it to its boundaries, transporting you to new realms with new possibilities enabled through technology and we wanted the sound to emulate this thought,” says DJ Kent.
Head of Volkswagen Marketing, Meredith Kelly concludes: “we wanted to introduce the Arteon to the South African market in a unique and unforgettable way that really speaks to what this new model represents. Through our collaboration with these two South African artists, we truly believe that we are bringing consumers not only an inspirational experience but an exceptional new vehicle that will push the limits of creativity in the fastback category.”
To experience this unique environment for yourself, you can find the Arteon at the below venue:
Sandton City – Centre Court | 31 July – 5 August