Esref Armagan, blind artist is the first to see the new Volvo S60
Turkish artist Esref Armagan is famous worldwide for its unique collection of perspectives and forms. It was the first non-employee to be invited to the head office of the Volvo Car Corporation, Sweden to see and paint the Volvo S60 the next generation. Although the launch of the car will not take place before 2010, Volvo Cars already revealed his interpretation on the social website Facebook mediatic. But this story has a rating at least unreleased: Esref Armagan is blind.
How to generate interest in a product that has not yet been launched? This is the challenge that was presented to Lukas Dohle, director of Live Communication and Social Media, and his team at Volvo Cars in Gothenburg, Sweden.
The team had the idea to invite the famous Armagan to Sweden, to make him discover the new Volvo S60 and paint a picture. The film documenting the first blind avant-S60 is present on the own website of Volvo Cars on Facebook (www.facebook.com / volvo) and YouTube (www.youtube.com / VolvoCarsNews).
"Given that the car itself will not be launched before the Geneva Motor Show next year is for us a very special way to present an extraordinary artistic interpretation of the model has come," says Dohle.
Mr. Armagan uses his hands and other senses to identify the shape of the object he is painting. He has participated in several scientific research projects. For example, the organization of Discovery television produced a documentary in which Professor John Kennedy of the University of Toronto demonstrated its ability to capture the right perspective. It defies everything that science previously believed about blind people and their perceptive abilities. Armagan has painted everything from historic buildings, seascapes, flowers and forests up to a portrait of former U.S. president Bill Clinton.
By cons, it was his first experience in a car on the canvas.
"It was a great honor for me to realize this and I see this as a confirmation of my artistic talent," says Armagan.
The design studio Volvo Cars in Sweden, Mr. Armagan met design director, Peter Horbury. It was one during which Mr. Horbury presents fruitful meeting the artist the jealously guarded secret.
"I am proud of the new Volvo S60, says Horbury. It has a much more dynamic shape and sculpted the previous version - this is a very emotive form. And that is what makes this project so exciting - our present model has come to an unusual person that blind artist. "
On 19 October, the first primer has been presented on 400 blogs globally, offering tantalizing glimpses of the car. It is possible to view and discuss the video on Volvo's own website on Facebook. The Car enthusiasts can also ask Armagan to draw the specific details of the car.
Today, October 26, the entire film is available on Facebook. This is the very first time the interpretation of the blind artist of the new Volvo S60 is presented to the public.
"It is a fascinating experience to work with Esref Armagan because it is really passionate about life and takes full advantage, in spite of his handicap. It is an approach which is exactly the way in which Volvo has expressed his own passion for life, "says Dohle.
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