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Lotus evolves with moving art

Wed, 10 Nov 2010

WITH VIDEO -- With five new concepts dotting its stand at the Paris motor show, Lotus demonstrated that it knows a bit about metamorphosis. Now, the automaker has collaborated with French artist Gerard Rancinan and writer Caroline Gaudriault for a moving art display for a VIP event in Los Angeles.

Rancinan specializes in art of the human form while Gaudriault is a journalist by trade who has worked in Japan, Australia and France.

The work is called Metamorphosis, and it includes seven images of the new line of cars accompanied by a book about the Lotus saga, written by Gaudriault.

The work was commissioned to bring attention to the new direction Lotus is taking while retaining what made it great.

"Lotus is currently going through a complete metamorphosis, and at times it can be a real challenge to communicate the transition of a brand," Lotus CEO Dany Bahar said. "The passion people have for our brand can be both a blessing and a curse; everyone has a strong opinion. For this reason, we are always looking for creative ways to reach out to the world."

Take a look at the behind-the-scenes video below. You'll see artist Rancinan setting up the photo shoot with a selection of new Lotus cars and human props.

By Jake Lingeman