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AUDI X KULTURE SHOP

AUDI X KULTURE SHOP

Kulture Shop is a curated collective of over +100 Indian graphic artists who along with the creative team at Kulture Shop spearhead an art movement that redefines India’s visual identity for the 21st century. The In-house design team was approached by BBH to collaborate on the launch of Audi Q8 in India.


Brief

The brief was to bring to the fore Audi Q8’s avant-garde design language, imposing road presence, impressive performance and exclusivity. By contextualizing the global brief to meet the nuances of the Indian market, the creative team at BBH presented us with #8thDimensionReimagined, a world of limitless possibilities. There’s no one solitary image that can do justice to this boundless concept, thus the team looked towards the world of visual art to bring to life the endless possibilities around the Q8 while supporting Indian graphic artists. 

Note From the Curator:
At Kulture Shop we have always aimed to represent both the width and depth of the new Indian graphic art wave. Our efforts to represent diversity in this project faced challenges due to the project's tight deadlines and the unavailability of the shortlisted female artists during this recent December and New Year's season. In future collaborations we aspire to balance representation and look forward to doing so with your support. A number of female creatives and partners behind the scenes helped make this project a reality. 

 

Idea

 

 #The8thDimensionReimagined

To show that the 8th dimension can be experienced in an infinite number of ways, we curated 8 talented artists to create 8 unique pieces of art to be displayed at the launch of the Audi Q8 event on 15th January 2020.

 

Execution 

Through in-depth research into the 8th dimension and the Audi Q8, we curated and worked closely with extraordinary artists who are avant-garde, new-media obsessives, leaving a strong imprint on the scene with their distinct aesthetic and design language. The artists applied their ingenuity and imagination to create far-out visual representations of the 8th Dimension. The artists created 8 original art pieces that became a part of the Audi Q8 launch exhibition and the face of the Audi Q8 campaign in India.

 

 

Audi X Kulture Shop
Present

The 8th Dimension

An experience into the infinite number of ways in which the new Audi Q8 can be experienced. Eight curated artists explore their visions of the 8th dimension inspired by art, design and culture, delving into their unique perspectives and artistic styles through both analog and digital media.

Audi X Kulture Shop 
THE OTHER SIDE - PRIYESH TRIVEDI
STELLA OCTANGULA - JOHNNY GANTA 
CONTROLLING THE MULTIVERSE  - PAVAN RAJURKAR
EMOTIONAL INTELLIGENCE  - PRINCE LUNAWARA
READY, SET, GO!- PRATEEK VATASH 
FUTURE IS IN YOUR HANDS - YOGESH BHUSARE
SPACE ARCADE - SAWANT SANSKAR
poly-topia - RAJEEV THAKKAR 


STELLA OCTANGULA - JOHNNY GANTA

CANVAS SIZE - 30” X 30” X 1”
CANVAS MATERIAL - MUSEUM PRO 385 GSM FINE ART CANVAS  STRETCHED ON WOODEN FRAME
MEDIUM - DIGITAL PRINTED COLLAGE WITH RESIN FINISH & GOLD FOILED FRAME

Johnny Ganta is a New-Media artist, and a faculty member of the renowned Srishti School of Design. But more than that he is a keen observer, a philosopher and a master visual storyteller.


Inspired by the number 8, Johnny Ganta spirals into an infinite world steeped in history - from Pythagoras to Kepler. Pythagoras stands on the left with a tetrahedron and on the right of the image with the Stella Octangula - a representation of the left and right brain respectively. Flanked on either side by griffins, which are mythological creatures that stand at the doorway between worlds, we feel a sense of the mystical nature of 8, the number of infinity. The letters Q and 8, and the colour palette chosen are inspired by the 54 colours that the Audi Q8 is available in.

 

 

THE OTHER SIDE - PRIYESH TRIVEDI


CANVAS SIZE - 30” X 30” X 1”
CANVAS MATERIAL - 100% COTTON CANVAS STRETCHED ON WOODEN FRAME
MEDIUM - HAND PAINTED ARTWORK
MATERIALS USED - ACRYLIC PAINTS ON CANVAS

Priyesh Trivedi is a Forbes 30 under 30 visual artist and the creative genius behind the immensely popular cult classic ‘Adarsh Balak’ series. His work revolves around subverting the nostalgia of popular culture with irony and satire. 


Through a pop art aesthetic, he explores the drama of what lies within the unknown. The split panel of this art piece, draws a contrast between the dull and rigid 3-dimensional world, and the other side – the 8th Dimension that is waiting to be experienced.

 

 

EMOTIONAL INTELLIGENCE - PRINCE LUNAWARA


CANVAS SIZE - 30” X 30” X 1”
CANVAS MATERIAL - 100% COTTON CANVAS STRETCHED ON WOODEN FRAME
MEDIUM - HAND PAINTED ARTWORK
MATERIALS USED - ACRYLIC PAINTS ON CANVAS

Prince Lunawara is an Illustrator & Designer who strives to find the right balance between digital and traditional mediums, leading to a style that is a delightful combination of organic textures, forms and flow. 


Prince explores a world of 8th Dimension, where there is a balance between humans and technology. The balance lies in an emotional intelligence which is depicted through both abstract shapes and forms, that show both sides of human nature. You will find renaissance-style art elements, mobile technology, grids and abstracted car elements that form a juxtaposition. The painting is an ode to the design of the Audi Q8; an amalgamation of what could be considered high art, and cutting-edge technology.

 

 

FUTURE IS IN YOUR HANDS - YOGESH BHUSARE


CANVAS SIZE - 30” X 30” X 1”
CANVAS MATERIAL - MUSEUM PRO 385 GSM FINE ART CANVAS STRETCHED ON WOODEN FRAME
MEDIUM - DIGITAL PRINTED ON ART CANVAS


Yogesh Bhusare is a Pro Doodler and Illustrator who creates intricate masterpieces in his unique style, 
for many well-known clients. He believes that the 8D Future is in Your Hands. A future showed through the style of Tarot and built on the 8 Dimensions of quality. It was inspired by the definition given by Professor Garvin from Harvard: performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality. Yogesh wove design elements like the headlights of the Audi Q8, the Audi logo and the car’s proportions, into his reimagination of the 8th Dimension.

 


READY, SET, GO! - PRATEEK VATASH


CANVAS SIZE - 30” X 30” X 1”
CANVAS MATERIAL - MUSEUM PRO 385 GSM FINE ART CANVAS STRETCHED ON WOODEN FRAME
MEDIUM - DIGITAL PRINTED ON ART CANVAS


Prateek Vatash is an award-winning Graphic artist who brings together 3D and 2D media to create a world of possibilities. He is famously known for winning the Silver award for “36 days of Type”.


Prateek enters the 8th dimension via a fast-paced, parallel reality of the future. It is a place where high-velocity vehicles and technology surpass our imagination, and the world is like an exciting neon tinted environment to play with. Through this artwork, he sets out to capture that feeling and exhilaration that one would feel in the Audi Q8. The artwork also subtly acknowledges the thoughtful design of the Audi Q8, and seamlessly blends in the numerical ‘8’ as a design element.

 

 

SPACE ARCADE - SANSKAR SAWANT


CANVAS SIZE - 30” X 30” X 1”
CANVAS MATERIAL - 100% COTTON CANVAS STRETCHED ON WOODEN FRAME
MEDIUM - HAND PAINTED ARTWORK
MATERIALS USED - ACRYLIC PAINTS ON CANVAS


Sanskar Sawant is a popular Installation artist and designer within the graphic art scene. His distinctive raw style is bursting with quirks, creativity and colour.

His take on the 8th dimension is a larger than life Space Arcade board game, with planets as his coins, realised as a checkerboard society of acceptance, comfortable in black and white, fluid in its array of colours, fearless and proud of existing in the dimensions of spatial multiplicity. Sanskar, has visually reimagined the 8th Dimension, taking inspiration for his colour palette from the variety of shades that the Audi Q8 is available in.  

 


poly-topia - RAJEEV THAKKER

CANVAS SIZE - 30” X 30” X 3” FRAMED
MATERIAL - MIXED MEDIA COLLAGE
MEDIUM - DEBOSSING/METAL/WOOD/ACRYLIC/PAPER ON MDF BASE


Rajeev Thakker is an architect and a mix media artist whose previous works were exhibited in the Kochi Biennale 2016. He has worked on projects across New York and India along with being an educator at many reputed design and architecture institutes around the world.


Rajeev Thakker has structured this art piece around 8 layers of materials and textures: plywood, wood, paper, perspex, perforated aluminium, mirror sheet, circuit board and human figures. The attention to detail in his artwork draws inspiration from the high level of detailing that has gone into the Audi Q8.

 

CONTROLLING THE MULTIVERSE - PAVAN RAJURKAR


CANVAS SIZE - 30” X 30” X 1”
CANVAS MATERIAL - MUSEUM PRO 385 GSM FINE ART CANVAS STRETCHED ON WOODEN FRAME
MEDIUM - DIGITAL PRINTED ON ART CANVAS

Pavan Rajurkar is featured amongst one of the ‘200 Best Illustrators’ in the world in Lürzer's Archive. 
He creates unique illustrative works in his own remarkable style for many international and Indian brands. His art is exhibited in India and Dubai.


Pavan aims to visually capture a kaleidoscope of emotional dimensions that accelerate our everyday lives. The painting has taken design elements from the car and used some of the 54 colours that the Audi Q8 is available in as a colour palette. The emotions that travel with us, sometimes escape us, overtake us and then at break-neck speed, merge with us. A multiverse of emotions controlled in sync, rotating, morphing and merging as one.

 

 

Outcome

The result of this co-lab was the beautiful merger of an art concept, branding and an alternative approve to advertising through creativity and crowd-sourced art. 

The Audi Q8 Finally launched in India on 15th Jan 2020, with a cutting edge event that had a balance of design and technology spearheading it into the future 2020. 

 

Russell Barrett, CCO and Managing Partner, BBH India added, “Most people pay to avoid advertising, we wanted to create work that people might pay to own. We collaborated with eight exciting, experimental artists who applied their imagination and ingenuity to create representations of the 8th dimension. We worked closely with the artists and Kulture Shop moulded the ideas into pieces of art that actually communicated a single point.”

 

Balbir Singh Dhillon, the head of Audi, India saidWith the Audi Q8, we are targeting individuals who want their car to match their personality. Each Audi Q8 is made-to-order, available with a plethora of customization options to choose from; we want every Q8 in the country to look different from the outside and the inside.”The artworks will henceforth be part of Audi’s Personal Collection and be displayed across their showrooms around India.

Agency - Kulture Shop 
Client - BBH India
Brand - Audi
Curator & Art & Design Director - Kunal Anand
Creative Lead - Sneha Iyer
Production House: Mothership Productions

 

Full Credits
Chief Creative Officer & Managing Partner: Russell Barrett 
CEO & Managing Partner: Subhash Kamath
Managing Director & Managing Partner: Arvind Krishnan
Head of Strategy and Managing Partner: Sanjay Sharma
Executive Creative Director: Nivedita Agashe
Creative Partner (COPY): Rohan Mathew, Jugal Joseph
Creative Partner (ART): Akshay Keluskar
Jr. Creative Partner (ART): Jharna Sukhani
Head of Production: Rahul Kulkarni
Strategy Partner: Nikhil Chinnari
Business Director: Chetan Mane
Business Partner: Shaily Parmar, Nikita Wadhwa, Mihir Amrite
 

 

WE LOVE TO WORK WITH DYNAMIC AND INNOVATIVE BRANDS THAT WANT TO BRING GREAT DESIGN TO THE FOREFRONT. IF YOU WOULD LIKE TO CO-LAB WITH KULTURE SHOP ON DESIGN SERVICE,  
E-MAIL US AT INFO@KULTURESHOP.IN 

#ARTISLIFE