To celebrate the new changes at Lotus, the company has joined forces with award winning French artist Gerard Rancinan for a new publicity stunt called the Lotus Metamorphosis. The Lotus Metamorphosis represents a series of seven images created by Gerard Rancinan, together with a book French writer, Caroline Gaudriault. The Lotus Metamorphosis project is meant to capture the essence of the brand's recent evolution.
The Lotus Metamorphosis includes an image of each of the company's new models, the Esprit, Elan, Elite, Elise and Eterne. You can get a sneak preview of the campaign in the Lotus Metamorphosis video after the jump.
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.”
Lotus Metamorphosis video:
