Here is a quick #throwback to the first edition of Grand Basel a global automotive show by MCH Group held early this month. The show highlighted the undergoing fundamental changes of automobiles through a curated selection of 113 masterpieces going from legendary old-timers to futuristic designs. as well as a general audience.
Experience designer smells like racing spirit!
The show attracted an audience of global connoisseurs and collectors, but also wider audiences by surrounding the event’s centrepiece, the savoir-faire for exclusive automobile customisation with culture, lifestyle, technological sophistication and aesthetics, and art.
Are cars art?
Well, with a format falling back on a conceptual trade fair architecture, participants were taken into a contemporary art gallery, rather than an exhibition floor-ground, in which every piece was presented as a unique piece of art piece.
This particular design elevated the role of automobiles through bespoke invite-only customised models for purposefully selected buyers. Thanks to this predefined exhibition format, exhibitors fully focused on showcasing state of the art products instead of spending time and resources in order to create a grand flamboyant space. Besides this ‘Grand Parcours,’ the event included a meticulously curated program featuring exhibitors’ shows, auctions, digital applications and ironically, a painting exhibition created by a secret artist.