The car above was once a garden-variety Chevrolet Matiz. Then, British celeb florist Paula Pryke got her hands on it. Bouts of madness and wanton flower-slaying ensued, and that's how the Chevrolet Matiz "Car In Bloom" was born.
You see, in the UK, one in three women think style and color are the most important factors when buying an automobile. The "Car In Bloom" was commissioned to (somehow) be a physical manifestation of this sentiment. The flowers? 100% real, potentially creating a difficult car care decision: Come wash time, which hose attachment do you use -- Mr. Clean Autodry or Miracle-Gro Liquafeed?
If you attend the British Motor Show, you can ask someone at the Chevy display where the "Car In Bloom" will be next week. Its creator, celeb florist Paula Pryke, made two more just like it. She'll use one as the delivery vehicle for her business. No word on what's happening to the other. We just hope someone remembers to water it.
(More info plus a pic of a "naked" Matiz after the jump)
[Source: Chevrolet UK]
Press Release:
BLOOMING MARVELLOUS
The UK's first ever 'Car In Bloom'
Chevrolet Matiz has collaborated with Paula Pryke, one of the country's best known celebrity florists to create the UK's first ever 'Car In Bloom' - a car completely covered in real flowers.
Paula Pryke, florist to stars such as Sienna Miller, Kate Winslet and Jonathan Ross has created the limited edition Matiz in response to General Motors research, which reveals the importance women place in aesthetics and style when buying a car - one in three (28%) women view style and colour as the key purchasing decision.
Collette Dunkley of Chevrolet comments: "With a rapidly growing female car-buying market we're interested in finding what factors influence women's car choice. Women have told us that style and colour are key determinants as, like fashion choices, a car is an expression of a woman's personality. This contrasts with men who rate performance as the biggest factor when purchasing a car. We asked Paula Pryke how she would express her personality through her car and from this grew the 'Car In Bloom'."
Paula is using thousands of yellow Gerberas to create the 'Car In Bloom', which is also inspired by the vibrant colour palette of the Chevrolet Matiz. The car will be officially unveiled at the British Motor Show on Friday 21 July 2006.
Paula Pryke comments: "When it comes to buying a car women will often pick a car that is not just practical, but also makes a personal statement about them. I'm really excited to be working with Chevrolet Matiz using a car as my canvas to create a design that expresses my personality. Hopefully the resulting 'Car In Bloom' will also appeal to women up and down the country and bring a much needed touch of femininity to a traditionally masculine subject."
In addition to the 'Car In Bloom', Paula Pryke has also designed two limited edition autographed Chevrolet Matiz decorated in the Gerbera design. Paula will use of one these vehicles for her floral deliveries.
For more information about Chevrolet Matiz contact the customer information line on 0800 666 222 or visit the website at www.chevrolet.co.uk.
You see, in the UK, one in three women think style and color are the most important factors when buying an automobile. The "Car In Bloom" was commissioned to (somehow) be a physical manifestation of this sentiment. The flowers? 100% real, potentially creating a difficult car care decision: Come wash time, which hose attachment do you use -- Mr. Clean Autodry or Miracle-Gro Liquafeed?
If you attend the British Motor Show, you can ask someone at the Chevy display where the "Car In Bloom" will be next week. Its creator, celeb florist Paula Pryke, made two more just like it. She'll use one as the delivery vehicle for her business. No word on what's happening to the other. We just hope someone remembers to water it.
(More info plus a pic of a "naked" Matiz after the jump)
[Source: Chevrolet UK]
Press Release:
BLOOMING MARVELLOUS
The UK's first ever 'Car In Bloom'
Chevrolet Matiz has collaborated with Paula Pryke, one of the country's best known celebrity florists to create the UK's first ever 'Car In Bloom' - a car completely covered in real flowers.
Paula Pryke, florist to stars such as Sienna Miller, Kate Winslet and Jonathan Ross has created the limited edition Matiz in response to General Motors research, which reveals the importance women place in aesthetics and style when buying a car - one in three (28%) women view style and colour as the key purchasing decision.
Collette Dunkley of Chevrolet comments: "With a rapidly growing female car-buying market we're interested in finding what factors influence women's car choice. Women have told us that style and colour are key determinants as, like fashion choices, a car is an expression of a woman's personality. This contrasts with men who rate performance as the biggest factor when purchasing a car. We asked Paula Pryke how she would express her personality through her car and from this grew the 'Car In Bloom'."
Paula is using thousands of yellow Gerberas to create the 'Car In Bloom', which is also inspired by the vibrant colour palette of the Chevrolet Matiz. The car will be officially unveiled at the British Motor Show on Friday 21 July 2006.
Paula Pryke comments: "When it comes to buying a car women will often pick a car that is not just practical, but also makes a personal statement about them. I'm really excited to be working with Chevrolet Matiz using a car as my canvas to create a design that expresses my personality. Hopefully the resulting 'Car In Bloom' will also appeal to women up and down the country and bring a much needed touch of femininity to a traditionally masculine subject."
In addition to the 'Car In Bloom', Paula Pryke has also designed two limited edition autographed Chevrolet Matiz decorated in the Gerbera design. Paula will use of one these vehicles for her floral deliveries.
For more information about Chevrolet Matiz contact the customer information line on 0800 666 222 or visit the website at www.chevrolet.co.uk.
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