Frieze Artfair - October 2004

As its reputation grows, and on the back of successful wrap campaigns for leading car manufacturer Renault (UK) Ltd, Raccoon Digital Graphics have just completed another high profile project.
The Frieze Art Fair, an annual event held in Regents Park, London to showcase the World’s leading contemporary artists, contacted Raccoon to discuss the ‘wrapping’ of fifteen chauffeur driven cars, to be supplied by Rover UK.
Raccoon were given the challenging task of transferring fifteen individual designs, created by New York based artist Pae White, to the cars. All bodywork was to be covered, including windows, transforming the vehicles into mobile forms of art.
With the fifteen Rover 75’s delivered directly from Rover’s UK headquarters in Longbridge, Raccoon’s team of fitters had just five days to complete the application of the ‘wraps’.

The end result – Brilliant!!

The response from the organisers of the event, Rover UK, and the public has been overwhelming; with the cars being compared to the contemporary art they were transporting people to see.
Andy Scott, Rover’s head of marketing, also made the dramatic decision of cancelling the stripping of the wraps, which had been planned for the day after the event was to finish. Instead, the cars have been preserved in their wrapped state, to be used as promotional vehicles by Rover’s UK dealer network.

To find out more about this project, please see the movie

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