Alfa Romeo MiTo Art Car

Tue, 07/26/2011 - 10:29

On the occasion of the launch of Alfa Romeo MiTo 1.3 JTDM-2 85 bhp Sprint in the UK, the Italian brand teamed up with Castle Galleries to create this one-off art car design by artist Louise dear.

The car will attend a few events as show car and will then end up in the gallery alongside the real artwork upon which the artists has designed the car.

This new Alfa Mito emits only 95 g/km of Co2 which makes congestion charge free, and very green by UK standards. Alfa Romeo thought it’s a good way to grab some pubic attention for the car, but we’re not sure the design is very Alfaish, or it has anything to do with the fact that it’s an economical model.

Alfa press release:

An exclusive work of art commissioned by Alfa Romeo has been unveiled to celebrate the launch of the new eco-friendly Alfa MiTo 1.3 JTDM-2 85 bhp Sprint in a partnership between the Italian marque and Castle Galleries.

Renowned artist Louise Dear was approached for the bespoke piece due to her typically young and exciting style, which combine classic beauty with unique design; characteristics shared with Alfa Romeo’s sporty compact MiTo model.

Using a complex method of layered paint onto aluminium, Louise modelled the flamboyant art, entitled ‘Because I Can’, on her 17 year old daughter and introduced unmistakable influences from the Alfa MiTo into the work.

The inspiration behind the art derives from Alfa Romeo’s new congestion charge free Alfa MiTo, which has only 95g/km of CO2 emissions, and is interpreted in the subject through a vibrant floral backdrop and mix of bold colours. The painting also incorporates elements of the iconic Alfa Romeo logo, and legendary Cloverleaf symbol which is synonymous with the brand.

Louise said: “I really wanted to capture Alfa Romeo’s heritage and elegance within my creation, while bringing out the stylish and fashionable aspects of the Alfa MiTo.

“The Alfa MiTo is targeted at a young, stylish audience who have a positive attitude to life, and are focussed on being successful, and within my painting I have tried to bring this across using a combination of designs that convey powerful imagery mixed with elegance and beauty.”

The artwork was revealed in an exclusive evening at Artica Galleries, Covent Garden (part of the Castle Galleries group) on July 14, attended by a host of VIPs and will now tour galleries across the UK.

Brand Communications Manager for Alfa Romeo UK, Naz Jamil, said:  “Within this project we worked closely with Castle Galleries and Louise Dear to create a work of art which brings out the key message behind the congestion charge friendly Alfa MiTo. The floral based design and vibrant colour selection conveys the car’s fun and even greener credentials, whilst fully incorporating the young and stylish image of the Alfa MiTo.”

An Alfa MiTo 1.3 JTDM-2 85 bhp Sprint wrapped in Louise’s design, along with the original artwork will now head to Castle Galleries locations – Birmingham’s Mailbox on July 28, Norwich Chapelfield on August 4, and Cardiff Bay on the 11 August.

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