DRIVE A PIECE OF ART
Commissioned by the automobile manufacturer Fiat, Jazzunique drafted and designed the presentation of the Fiat 500 special model ”Ron Arad“. In the prestigious hotel ”ZOO“ at Berliner Kudamm, 250 guests were invited to experience the special mode designed by one of the most influential artists, industry designers, and architects in the present. Under the title ”Drive a piece of art“, the extraordinary model and the brand name of Fiat with the cooperation partners AD magazine and the Design Hotels AG are placed in the limelight. The special challenge was placed in the specification, the presentation of the model in the exterior area are to be unified with the exhibition of selected exhibits by the artist as part of an opening reception.
The core of the production was the creation of a ”Gallery Space“, which connected the hotel veranda with the exhibited special model of the Fiat 500 Ron Arad and the interior with the exhibits in the ”White Box“ within the opulently decorated restaurant ”Grace“. The Frankfurters are deliberately betting on the black and white contrasts. Background: The Fiat 500 Ron Arad limited to 40 units for Germany is also only held in black and is embellished by the silhouette of an original Fiat 500 (1957) applied in white.
The exterior of the ”Gallery Space“ received a correspondingly predominant white set-up. The interior appeared to open very widely during entry through extensive white carpet floors while also offering a perfect framework for the spectacular exhibit of the Arad with the title ”IN REVERSE“. With the help of a large metal press, Ron Arad transformed six old Cinquecento into but a few centimeters of flat sculptures, which were attached as art prints on large columns. Arad himself is a fan of the Cinquecento, which he drove when he was young. This background knowledge stimulated Jazzunique to include the thematic ”close“ exhibits. In a personal video greeting to the public, Arad reported about his former experiences with his first Cinquecento.