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 R?ikk?nen 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.
?- ENDS -
Notes to Editors
M-City
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 Gda?sk, where he currently lectures, M-City has also held
several individual exhibitions - the Arsenal in Pozna? (2005) and the CSW
?a?nia in Gda?sk (2006).
Kimi R?ikk?nen
Having
spent two seasons contesting the FIA
World Rally Championship alongside selected NASCAR outings, Kimi R?ikk?nen
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.
About burn
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.
Source: http://www.coca-colacompany.com/press-center/press-releases/burn-energy-drink-brings-street-artist-m-city-to-barcelona-grand-prix-track-for-bespoke-art-event
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