collaboration for creativity
BARCELONA May 9, 2013 -
The heart of Barcelona’s old shipyards were regenerated and re-energized today,
when world-renowned street artist M-City temporarily abandoned his urban
landscape to spray paint a Lotus™ F1™ Team car.
Aided by the Lotus F1 Team driver Kimi Räikkönen, the specially designed car was
unveiled as part of the inaugural BURN YARD™ Live event. This creative platform
of collaborative events from burn, the leading energy drink from The Coca-Cola
Company, celebrates the brand’s innovative sponsorship of Lotus F1 Team.
In front of a live audience, M-City applied a series of
intricate stencils and spray-painted the car, with Kimi Räikkönen, one of the inspirations behind
the design, on hand to add the final touch – his own personalized
stencil. All this was set to a backdrop of Spanish beats from DJ’s Ed is
Dead and B-NY, joined by Spanish artist Inocuo. Alongside M-City’s car was a
wall where the audience could try out their own unique spray paint designs.
M-City said, “My work with Lotus F1 Team and burn is an extension of my style, with my focus shifted towards the intricacies of the cars and the drivers. The art has made the car come alive - more than before. When you paint on a building, it gives the building a second life – and my painting the Lotus F1 Team car has given it a second life too.”
Prinz M. Pinakatt, Global Director Sports & Entertainment Marketing, The Coca-Cola Company said, “Our sponsorship aims are to shatter the conventions of traditional F1 and inspire a collision of creativity across different artistic disciplines to create something new and unique. M-City’s design of the Lotus F1 Team car is incredible – the first in an exciting series of artistic collaborations to come.”
After Barcelona, BURN YARD™ Live will travel to Hungary, Korea, Mexico
and Brazil, its aim is to bring a new creative energy to discarded and obsolete
objects and through creative evolution, transform them into something
- ENDS -
Notes to Editors
M-City (Mariusz Waras)
Born in 1978 in Gdynia. A graphic artist, outdoor painter, traveller. Graduated from the Department of Graphic Art at the Academy of Fine Arts in Gdańsk where he is currently assistant lecturer in Prof. Jerzy Ostrogórski’s painting studio. The author of the m-city project including several hundred murals. His work focuses on urban space. His murals may be seen in the streets of Warsaw, Gdańsk, Berlin, Paris, Jakarta, Sao Paulo, New York, Bolzano, London and Prague, as well as in art galleries, including individual exhibitions at 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.
Inocuo is the alter ego of Javier Gutierrez, co-founder of InocuoTheSign. He studied graphic design at he Massana school, after working for different agencies he decided to engage his own Studio by 2002. Coming from a large career in graphic design and graffiti painting, nowadays he combines his daily work with various lectures, exhibitions and classes in the most prestigious design schools.
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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