The legendary German automaker creates a larger-than-life outdoor art exhibit to showcase its most progressive and forward-thinking vehicle: the ultimate in smart luxury
TORONTO, Sept. 21, 2018 /CNW/ - On Friday, September 21st, Volkswagen Canada celebrated its most recent brand evolution, the Arteon, with the unveiling of a unique, outdoor art exhibit at the Grand Opening of The Museum of Contemporary Art Toronto Canada (MOCA). Staying true to its passion for inspired and outside-the-box thinking, Volkswagen partnered with renowned experimental and multimedia artist Scott Froschauer to help showcase its most progressive and luxurious vehicle – the Volkswagen Arteon – by designing and installing an original outdoor art exhibit which will remain on display to the public for a limited time.
Volkswagen's partnership with MOCA Toronto is a perfect match of synergy and shared passion. Similar to MOCA, Volkswagen is in a defining phase of its evolution – an evolution driven by a passion for pushing boundaries – brazenly embodied by the new Arteon vehicle, heralded as the ultimate example of the art of smart luxury.
"The Arteon represents a bold reimagination of the Volkswagen brand. It's a true work of art," says Lynne Piette, Director Marketing & Communications, Volkswagen Canada. "As the Arteon makes its debut in Canada, it will challenge traditional perceptions of the Volkswagen brand, and redefine what smart luxury is all about. With this installation created by Scott Froschauer, we honour the craft from which the Arteon draws its namesake: art, in all its many forms, that is timeless."
The Arteon art installation was conceptualized to be reflective of the belief that luxury is more than an image or a name, but rather a feeling and an experience stimulated by the finer things in life. Smart Luxury incorporates a sense of purpose, accessibility, quality and performance.
From food to travel to fashion and art, the Arteon installation embodies the spirit and pursuit of #LifeInSmartLuxury.
As MOCA opens its doors to the public at its new home at 158 Sterling Road on Saturday, September 22, and revolutionizes Canada's contemporary art scene, Volkswagen is contributing its own work of art, and a forthcoming new vehicle, to revolutionize Canadians' perception of luxury.
Arteon Revs Up Contemporary Art in Toronto Renowned Los Angeles-based experimental and multimedia artist Scott Froschauer makes his Canadian debut with his stunning Arteon installation and collaboration with Volkswagen.
Froschauer's expertise with light, design, structural engineering, non-ordinary reality and experiential narrative are encapsulated in the exhibit which surrounds the Volkswagen Arteon with mirrors, lights and stunning imagery which collide to manifest an immersive, engaging and seemingly infinite look at what is #LifeInSmartLuxury
A creative visionary bent on sparking an emotional reaction from his audience, Froschauer's monumental artwork strives to evoke feelings of hope, excitement and joy.
"I was instantly drawn to the Arteon project because I've always been a fan of Volkswagen's heritage of renowned engineering and design – core principals in my own work," says Froschauer. "But even more than that, I was inspired by the Arteon and what it represents. I strive to change perceptions with my art and present new perspectives from which to view traditional concepts, and this big, beautiful, impactful exhibit embodies these core values."
Froschauer's portfolio includes exhibits displayed at iconic cultural festivals like Burning Man and Coachella Valley Music and Arts Festival, as well as works currently on display at The Smithsonian Institution in Washington, D.C.
The Arteon exhibit will be on display from September 21, 2018, until October 21, 2018, and is located directly outside the Museum of Contemporary Art Toronto. Viewing of the exhibit is free to the public.
The Art of the Arteon A highly anticipated addition to North American roadways, the Arteon will be brand new to Canadian drivers when it arrives next year. A sleek five-passenger sedan, it represents refined luxury – an elevated, smart lifestyle that is premium but never frivolous, high-end yet approachable. The Arteon is instantly recognized for its aerodynamic contours, frameless windows and striking rear design. Its elegant appearance and classical fastback style are unquestionably innovative, but the craftsmanship, quality and power are an ode to the tried and true Volkswagen brand.
Arriving in Canada in 2019, there are only a small few Arteon vehicles currently on Canadian soil with one of them perched in Froschauer's beaming abstraction, as a celebration of contemporary art and the art of the Arteon.
About Volkswagen Founded in 1952, Volkswagen Canada is headquartered in Ajax, Ontario. It is the largest volume European automotive nameplate in Canada, and sells the Golf, Golf SportWagen, Golf GTI, Golf R, Beetle, Jetta, Passat, Arteon, Atlas, and Tiguan through 142 independent Canadian Dealers. It forms part of Volkswagen Group Canada Inc., a subsidiary of Volkswagen AG headquartered in Wolfsburg, Germany.
Volkswagen is one of the world's largest producers of passenger cars and is Europe's largest automaker.
Learn more about the Volkswagen Arteon at vwmodels.ca/2019/arteon and visit the Arteon exhibit at Toronto's Museum of Contemporary Art (MOCA) at 158 Sterling Road. Please share on social media using #LifeInSmartLuxury @vwcanada.
Interviews with Scott Froschauer and a Volkswagen spokesperson are available upon request between September 21 and September 25, 2018. Guided media tours of the Arteon installation and of MOCA are available by request.
Images of the installation are available for download, here. To learn more about the Volkswagen Arteon, click here.
SOURCE Volkswagen Canada Inc.
For further information: or to schedule an interview, please contact: Sara Beckford at Strategic Objectives, Tel: 416-262-7241, [email protected]