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.
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