BARCELONA, May 9, 2013 - What do street art and F1 have in common? Nothing, until today, when renowned street artist M-City was involved trackside as part of burn, the leading energy drink from The Coca-Cola Company’s innovative sponsorship of Lotus™ F1™ Team. M-City spray-painted race-themed work live in Barcelona’s Circuit de Catalunya paddock, in collaboration with the Lotus F1 Team driver Kimi Räikkönen who then signed it, in what will become a unique installation in their garage over the race weekend.
Temporarily abandoning his urban landscapes, M-City took his inspiration for the artwork from the mechanic, design and energy of the sport. Using his trademark intricate stenciling technique and monochrome palette, he visually reinterpreted the F1 tracks of Barcelona, Budapest and Brazil. The works, also signed by Kimi’s teammate Romain Grosjean, will be auctioned off for the charity Peace One Day later in the year.
These works which feature Barcelona, Budapest and Brazil are teasers for BURN YARD™ Live, a series of unique events from the energy drink that will see a collision between street artists, action sports, music and F1 that tie-in with the F1 calendar.
The first of the BURN YARD™ Live events kicks off on the shore of Barcelona at the Astilleros Shipyards and a key highlight will see M-City take an unusual canvas - a Lotus F1 Team car - and apply a series of bespoke stencils live in front of an audience. He will be joined by special guest Kimi to spray-paint the final piece of design onto the Lotus F1 Team car.
M-City said of his work, “I grew up in an industrial environment, inspired by the factories, and chimneys that dominated the landscape, and in many ways my style and my murals mirror the F1 sport. It’s all about the design, precision, energy and speed. I hope that my work with burn and the Lotus F1 Team acts as an inspiration to anyone interested in street art. I want them to pick up a spray can, express their inner creativity and craft something unique for themselves.”
Prinz M. Pinakatt, Global Director Sports & Entertainment Marketing, The Coca-Cola Company said, “It was our aim to break the conventions of traditional F1 sponsorship, nurture new talent and inspire others. I think that M-City’s work here at the paddock has achieved this today.”
This unique collision of culture and creativity is the first in a series of creative innovations from BURN YARD™, a groundbreaking global creative program that aims to drive innovation through creative collaborations that bring together leading icons from across the worlds of street art, music, sport and street sports.
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Notes to Editors
Mariusz Waras, known professionally as M-City, is Poland's best-known street artist renowned for his work within public spheres. Intrigued by industrial spaces and their surroundings, M-City creates large-scale murals - some up to 85 metres long - taking his inspiration from the factories, hydroelectric plants, chimneys, and cranes that dominate his native town.
Meticulously crafted, with layers of stencils and seemingly infinite stark black-and-white details, his murals have graced the streets of countless cities, including Warsaw, Berlin, Paris, Sao Paulo, Budapest, London, Prague, and New York. Along with such notable stencil artists as Hutch and B-Toy, M-City was a special guest at the 2010 Bogota Stencil Festival. His work has also been featured in both group and solo shows spanning the continents.
Born in 1978 in the sea-port town of Gdynia, Poland, M – City is a graphic artist, outdoor painter, traveller and amateur architect. Graduating from the Department of Graphic Art at the Academy of Fine Arts in Gdańsk, where he currently lectures, M-City has also held several individual exhibitions - the Arsenal in Poznań (2005) and the CSW Łaźnia in Gdańsk (2006).
Having spent two seasons contesting the FIA World Rally Championship alongside selected NASCAR outings, Kimi Räikkönen made an eagerly anticipated and highly successful return to Formula 1 in 2012 with Lotus F1 Team. Kimi entered the sport in 2001 despite having only 23 races in junior categories under his belt and was quickly recognised as a star for the future. After finishing as runner-up in the Drivers’ Championship to Michael Schumacher in 2003 and Fernando Alonso in 2005, he finally took the title in 2007 during his first year driving for Ferrari ®. His 2013 season has started with a bang after winning the first race of the season at the Melbourne Grand Prix.
BURN® energy drink is a category leader in the global energy drink explosion. The red formula is a symbol of active fire that provides drinkers with the energy needed to leave their original vision on the world. Dismantling category norms, consumers embody a live-out-loud mentality, without fear of boundaries created by society. Burn is a brand of The Coca-Cola Company. Burn is available in over 80 countries worldwide.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world's most valuable brand, our Company's portfolio features 16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of more than 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo or visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com.
For more information please contact the burn team at Cake on 0207 307 3136.
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