Rolls-Royce is better known for its stately limousines and grand coupes, but the British marque is also a prominent player in the art world.
Since 2014, the BMW-owned carmaker has run a scheme, called the Art Programme, that aims to help artists dream up new works that push the boundaries of what’s possible in the creative world.
For instance, Tomas Saraceno, an Argentinian artist specialising in complex installations, created a vast web constructed by spiders of different species. The installation also amplified the minute vibrations created by the spiders traversing the web, allowing them to communicate on an audial level.
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While the programme has helped a range of artists think outside the box, Rolls-Royce is keen to expand the scheme to incorporate the world of moving images and invite artists to interpret the company’s iconic bonnet ornament – the Spirit of Ecstasy.
With this in mind, the carmaker has launched a revamped version of its Art Programme, now called Muse, alongside two new initiatives.
The first is the Spirit of Ecstasy Challenge, where three artists from around the world will be invited to create new works inspired by the winged woman that adorns the front of every Rolls-Royce. Artists can use any medium they desire, whether it be architecture, music or canvas.
The second is the Dream Commission. This will see Rolls-Royce invite artists to create new works that focus on moving images, whether that be “experimental film and video” or “immersive and participatory installations”, says Forbes.
But the Dream Commission also opens up the possibilities of using hi-tech equipment as a medium for art.
Augmented reality, for instance, is used by smartphone companies to layer 3D models over real-world images. In the art world, it’s being used to manipulate the world around us without physically touching it. One example is virtual graffiti, The Verge notes, where people can use their phones to virtually-spray designs on to walls - without the worry of being caught by police.
Another option would be virtual reality, typically used by the gaming industry to make virtual 3D worlds more immersive. Not only does the medium centre around the creation of virtual spaces, but Artsy says it could allow creators to share their works directly with artists and collectors – essentially bypassing galleries.
The goal, says Rolls-Royce CEO Torsten Muller-Otvos, is to “leave a lasting mark on our culture”.
“As we look to the future, Muse will enable us to continue [the legacy of the Art Programme] with a vision to expand the horizon of moving image and ignite a dialogue with some of the most exciting creative visionaries of our time.”
Top image credit: Fabrice Coffrini/AFP/Getty Images
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