Posted by CHRIS on November 10, 2009 at 01:41 PM
Stuttgart / São Paulo - Following the Brazilian launch of the two-seater car in April of this year, smart provided local artists with an unconventional platform: the smart Urban Stage. The platform combines a gallery, shopping, showroom and events relating to the themes of urban mobility, creativity and ecological sustainability. The smart Urban Stage will be initiated by the project ROJO® Out by smart. Five (streetart-) artists were invited to give free rein to their creativity in public areas, giving lasting colour to a city that is dominated by outsized concrete buildings. São Paulo is one of the largest conurbations on the planet and, as a magnet for people of all nationalities, is very multicultural by nature. For some time, the metropolis has also been home to a pulsating creative scene. One of the most vital scenes is streetart, an art form in which Brazilian artists are internationally acknowledged as driving forces.
“smart is an urban brand that questions the status quo in a confident and unconventional way. With the Urban Stage, we are establishing a creative platform which will be lent a unique atmosphere by the streetart artists of São Paulo. In this way, we are also raising awareness for questions relating to mobility and sustainable lifestyle in one of the largest cities in the world.” says
Director Brand Management, Sales & Marketing at smart, Marc Langenbrinck.
At the beginning, the Pop-up gallery located at “Rua Oscar Freire 974” at the heart of the vibrant shopping and nightlife district, Jardim Paulista, was a plain “black box”. Tony de Marco and Apo Fousek (Brazil), Eltono (France) as well as Ovni and Nuria Mora (Spain) transformed the smart Urban Stage into a collective work of art. This also included a smart fortwo that Ovni turned into an artcar during the days of the event.
Additionally, over a period of four weeks, eleven concrete buildings in prominent areas of the city with outsize murals – the highest one with 12 meters were changing from grey to brightly coloured. Advertising in public spaces has been prohibited by law since 2007, meaning that the unused spaces leave plenty of room for creative and non-commercial projects – a form of interaction that benefits both the art scene and the city, as well as enhancing São Paulo’s reputation throughout the world.