• Nov 10th 2010 at 7:57PM
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Behind the scenes of Lotus' Metamorphosis project – Click above to watch video after the jump

Lotus isn't the first, just the latest, to encase one of its vehicles in the quixotic amber of conceptual art. In this case the project is called The Lotus Metamorphosis, and the aim is to express the company's own reversal in some way that is grander than a press release.

Lotus employed French photographer Gérard Rancinan to conjure some ideas, and he gathered the five concepts from the Paris Motor Show for a photo session that created the images like the one above. Although we had read it reported elsewhere that Lotus was only working on the Esprit, the company contacted us to say that they are working on all the cars "at various levels." The Esprit is getting massive attention, but with a new car due out every year for the next few years there is necessarily a lot of development occurring on the others as well.

On the art itself, Lotus CEO Dany Bahar said of Rancinan, "I felt instinctively that he would be the perfect person to demonstrate our vision and encapsulate the spirit of our brand with his images." We aren't equipped to judge the art, but we do admit to watching the video after the jump with the same half-howled wonder as Double Rainbow Guy, namely, "What does it meeeeeeeeeeeeean?" If that isn't enough, the presser might explain things.

[Source: Lotus]

Show full PR text
10th November 2010

The Lotus Metamorphosis
met•a•mor•pho•sis n. pl. met•a•mor•pho•ses
1. A transformation, as by magic or sorcery.
2. A marked change in appearance, character, condition, or function.
3. Biology A change in the form and often habits of an animal during normal development after the embryonic stage

With a perfect example of art in motion, Lotus are set to unveil Metamorphosis – a unique collaboration between Lotus and the award winning French artist Gérard Rancinan – on Friday (12th November) at an exclusive VIP event in Los Angeles. Metamorphosis is a selection of seven stunning images alongside a book created by French writer, Caroline Gaudriault. Both elements aim to capture the essence of Lotus' evolution.

Lotus CEO Dany Bahar said: "Lotus is currently going through a complete metamorphosis and at times it can be a real challenge to communicate the transition of a brand, especially one as iconic as Lotus. The passion people have for our brand can be both a blessing and a curse, everyone has a strong opinion – for this reason, we are always looking for creative ways to reach out to the world. When the idea was presented to me, I couldn't resist. Gérard is an exceptional artist, I have followed his work closely over the years and I felt instinctively that he would be the perfect person to demonstrate our vision and encapsulate the spirit of our brand with his images. People are in for a real treat when they see all seven."

Gérard Rancinan creator of Metamorphosis said: "I can see a clear artistic link between the work of Lotus and my photographs in terms of commitment, the relevance of the subject matter, the audacity of the creator, the beauty of the gesture and the perfection of the object. We are engaged in a dialogue which takes place on the same terrain: the world of art."

Caroline Gaudriault author of the Metamorphosis book said: "Authors always look for a good story to use as a kind of canvas; their characters take on the form of living matter; they introduce twists and turns in their narratives in an attempt to surprise their readers. By immersing myself in the Lotus saga, I was able to find all the material I needed to create a feuilleton drawn from real life."

Lotus Director of Design Donato Coco said: "From a design perspective Lotus is in full metamorphosis and it's a natural progression for any forward thinking brand, in my view we are retaining the core DNA through everything we're doing – the way I see it, Lotus is more Lotus now than ever before. We obsessively seek innovation, we are unique and we are bold, that is what Lotus is about. With the Metamorphosis collaboration we are simply spreading our wings. The project means a great deal to me personally, I have known Gérard for many years and we inspire each other through our work – he completely understands our vision for the future of Lotus whilst still paying great respect to our past."

For a sneak preview of the collection which includes one image each of the new product range (Esprit, Elan, Elite, Elise and Eterne) and two enormous montages, watch the exclusive behind the scenes movie: www.lotusfiles.com/PRESS/videos/LotusMETAMORPHOSIS.mov

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    • 1 Second Ago
      • 4 Years Ago
      Super light affordable track cars did not sell well enough to keep them afloat.
      How are cars 2-3x the cost going to open the door to new sales?
      • 4 Years Ago
      Where do I start? Agree with above sentiments that homo-erotic art + the phallus that is a heavier pricier Lotus is neither lightness, nor British, nor mechanically attractive to anyone who understands the motorcar.

      Static photos of a clearly static car with bodies preventing its motion clearly reminds us all, the photographer must live in Paris and he take the train. Please. Man on roof of a real Lotus = collapsed roof. Lotus was NEVER about I've got money or behold my bling and Madona's Entourage that I rented to raise my tired willy.

      The only redeeming element was the secondary inclusion of cat-suited women, which DO harken back to "Girl on a Motorcycle", but that was a Harley and there was no Lotus or car tie-in there either.

      Photos of a guy stacking bikes and a toboggans outside his cramped 1.5 car garage, building a classy but cheap add-on shed for them attached to said garage, to make room for an Elise in addition to his other car would speak to me. How would I advertise the Evora or Esprit? I'd show a Ferrari owner at an exotic car dealership on the phone with his broker barking to liquidate some assets in order to pay for the 12k maintenance while the Esprit owner and his 10 year old daughter walks out of a Pep Boys with a 12 dollar Toyota spec oil filter, 2 gallon jugs of Castrol Edge, and clarity on directions to the local track they've driven 2 hours to visit that morning. Granted my ads would run on TV, but with the 3 million you saved not hiring Dieter to touch my monkey with his athletic dance posse, you might swing Lotus' first television ads, ever (!?). Maybe an ad during the F1 race where the apparently unassociated team is trying desparately to refire some Lotus mojo.
        • 4 Years Ago
        You guys know any Lotus owners? I've really only known three and they were/are motorheads and all engineers. I don't think Lotus appeals to folks just looking to pose or have their car posed all over. This ad campaign could change that, and that would be a great shame.
      • 4 Years Ago
      Hey Lotus! I got a great idea for an ad that won't cost you more than a speeding ticket! Take a couple of Evoras up to Wales with some sound equipment. Cheap and effective! And no mention of good ol' Colin in these artsy-fartsy ads! How soon we forget...
      • 4 Years Ago
      Well the Esprit is pretty damn sexy. So I suppose they had to balance it out with very unsexy (at least, to the target consumer) things to calm things down? beats me.
      • 4 Years Ago
        • 4 Years Ago
        So that is why our dear journalist drives a Volvo. About the only reason I can think of.
      • 4 Years Ago
      Um,, WTF. I 'm all for alternative art and advertising but this company is not Lotus. Please bring back my favorite British car company. BTW, are there any Brits left there besides on the shop floor?
      • 4 Years Ago
      And then everyone went home to drop more acid. I wonder how Proton feels about the way Lotus is spending the "devlopment" money. Somehow, I don't see Mark Reuss tolerating this kind of Bravo Siera.
      • 4 Years Ago
      Awsome, I didnt know that Cirque du soleil was in town.... wait you impostors!

      just kidding, I liked it.
      • 4 Years Ago
      This car is enough of a piece of art to not require this overly done video trash. It's like adding a soup can to a Rembrant. I'm not one to judge art, but this reminds me of the cocaine fueled 'modern art' crap you used to see in the late 80's and 90's.

      Please, can I have the NON edited version of this video... and an Espirit... Thank you.
      • 4 Years Ago
      Horrible. If you hire a photographer to take photos, wonderful, just don't make a train wreck of a video about it. Worst editing ever. Lets see more photos, though honestly, I don't think they are going to sell any cars. The one included in the article is intriguing but if that is the vision and spirit of the new Lotus, I dunno what to say.
      • 4 Years Ago
      So are those pictures supposed to be of pit stops gone wrong? Why is there a guy on top of the car?
      • 4 Years Ago
      There using the same computer as mine! :D as for the car... :O wow!
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