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MEXICAN ARTIST PARTNERS WITH VUSE TO CREATE LARGE-SCALE KIWI FOLK ART IN HOMAGE TO THE NEW ZEALAND ROOTS OF THE McLAREN F1 TEAM
LONDON, Oct. 24, 2022 /PRNewswire/ — Today, McLaren Racing can say “Hello” to a giant sculpture of a kiwi bird designed by Mexican artist Luis Pablo, who took his artistic sculpture globally ahead of FORMULA 2022 1 MEXICO CITY GRAND PRIX WEEKEND.
Honoring Mexican tradition, Vuse, the world’s No. 1* vaping brand, and its partner team McLaren F1, presented an unprecedented 8-foot-tall bright and festive kiwi with the flavor of classic Mexican folk art, alebrije, in sculptor’s drawings. Located at the iconic headquarters of the McLaren F1 team, just in time for the FORMULA 1 GRAND PRIX OF MEXICO CITY, the ambitious portrait of Luis Pablo breathes new life into the Kiwi.
The gigantic facility, which will be on view until after the weekend of the Mexican Grand Prix, is a smaller-scale reconstruction of Kiwi alebrije that the Luis house made and gave to the McLaren F1 team. Putting Mexican folk art on a pedestal in time for Luis’ house career and drawing attention to the role culture and heritage play in his work, the striking design is an assemblage of 3 worlds; Vuse’s drive to champion Luis’ emerging creations, hobby and artistic skill in the art of alebrije and the legacy of the McLaren F1 team in New Zealand.
True to Vuse’s philosophy, the logo has taken Luis’ art to the next point by creating a larger-than-life festive Kiwi. In partnership with Jahee Campbell-Brennan, director of Wavey Dynamics, Luis’ smaller-scale Kiwi was three-dimensional. scanned to an 8-foot CNC milled sculpture made of a type of high-density foam similar to those used as base fabrics on wings, floors, triangles and other carbon fiber structures in F1 cars where it acts to provide more rigidity and strength. The bespoke Kiwi sculpture marks the latest activity in Vuse’s Driven through Change programme alongside the McLaren F1 team supporting artistic elegance by giving underrepresented artistic skills the opportunity to showcase their works and paintings in one of the world’s largest and most prestigious. Stages – Elite motorsport.
Luis has a deep passion for alebrijes, a classic form of Mexican folk art, combining intricate sculptures depicting animals, people, items, and imaginary creatures painted with intense colors and colorful patterns. Driven through his artistic pursuits, over the years, Luis has mastered his art to a father of Mexican folk art, who stands out through his impressive collection of intricately designed alebrijes. Through his sculptures, he hopes to constitute and highlight this classic form of Mexican art full of history; Inspire others to adopt and share their own cultural traditions.
Luis Pablo comments: “Thanks to Driven via Change, Vuse has given me the incredible opportunity to build my culture and introduce alebrije to many other people who would never find it otherwise. I hope that through creativity and design, we have combined the global Mexico, New Zealand, Vuse and McLaren F1 team to symbolise the strength of heritage. It’s amazing to be able to show my paintings and culture globally and I would like my paintings to be noticed as an example for the next generation, inspiring them themselves. “
As a tribute to its founder, racing driving force Bruce McLaren, New Zealand’s national bird, the kiwi, has been integrated into the mantra of the McLaren F1 team, embracing spirit, perseverance and the pursuit of the best. Luis has reinvented the flightless bird, decorating it with the iconic papaya and blue color of the McLaren F1 team to symbolize the fans that come with being proud of your trip, the diligence that comes with confidence in your talents and the will to remain attached to your dreams.
Matt Dennington, Chief Executive Officer, Partnerships and Accelerator, McLaren Racing commented: “It is exciting to welcome Luis Pablo to the McLaren Technology Centre to celebrate his work. Through Vuse’s Driven Through Change campaign, we are proud to celebrate underrepresented artists and provide assistance to give them the popularity they deserve. “
Vuse is committed to supporting the arts industries. The Driven through Change initiative is a component of Vuse’s legacy and ambition to boost the artistic activities of underrepresented artists around the world. Working with its component, the McLaren F1 team, Vuse’s Driven Through Change programme identifies new opportunities to bring his paintings to life, helping to introduce artists from diverse backgrounds to the masses. Luis’ full-scale Kiwi alebrije will be on display at McLaren Racing from until after the 2022 FORMULA 1 MEXICO CITY GRAND PRIX on Sunday 31 October.
John Beasley, Group Head of Brand Building, BAT, comments: “From Abu Dhabi to Colombia and now to Mexico, Driven Through Change establishes a truly global legacy, celebrating underrepresented artists from all walks of life. Luis’ apparent passion for his ambitious, colourful art and a classic Mexican folk art form is inspiring and bringing an alebrije to life at McLaren F1 team headquarters represents what Driven through Change is all about. “
To learn more about Luis’ story and the Driven through Change initiative, Vuse and Luis’ social media.
* Based on RSO’s estimated Vype/Vuse percentage in retail sales measured for steam (i. e. , steam category total in retail sales) in major steam markets: United States, Canada, France, United Kingdom, Germany as of May 2022
Notes to editors:
About BATBAT is a leading multi-category customer product company focused on building A Better Tomorrow™ by reducing the effect of its business on fitness by offering a wider selection of fun, less risky products for adult customers.
The company remains transparent that combustible cigarettes pose serious health hazards, and the only way to avoid those dangers is to not start or stop. BAT encourages those who would otherwise continue to smoke to switch absolutely to scientifically proven methods. Reduced risk alternatives*†. To achieve this, BAT is transforming into a multi-category, customer-centric customer products company.
BAT’s ambition is to have 50 million consumers of its non-fuel products by 2030 and generate £5 billion in profits from new categories by 2025. BAT has set ambitious ESG targets, adding achieving carbon neutrality for scopes 1 and 2 until 2030 and getting rid of single-use plastic and making all plastic packaging reusable, recyclable or compostable by 2025.
BAT employs more than 52,000 people and operates in more than 175 countries. The BAT Group generated cash inflows of £12. 87 billion in the first half of 2022 and an operating profit of £3. 68 billion.
The company’s strategic portfolio is comprised of its global cigarette brands and a developing diversity of new low-risk tobacco and nicotine products*† and classic non-combustible tobacco products. These come with steam, tobacco warmers, trendy oral products that add nicotine packs, as well as classic oral products like snus and rain snuff. In the first part of 2022, we had 20. 4 million consumers of our non-fuel products, a backlog of 2. 1 million by 2021.
*Based on the weight of evidence and assuming complete cessation of cigarettes. These products are threat-free and addictive. † Our products, as sold in the United States, adding Vuse, Velo, Grizzly, Kodiak and Camel Snus, are subject to Food and Drug. Federal Food and Drug Administration (FDA) regulations and no reduced threat claims will be made on those products without FDA approval.
McLaren Racing was founded through New Zealand racing driving force Bruce McLaren in 1963. The team competed in its first Formula 1 race in 1966, since then McLaren has won 20 Formula 1 world championships, over 180 Formula 1 Grands Prix, the Indianapolis 500 3 times, and the 24 Hours of Le Mans at its first attempt.
The team competes in the FIA Formula 1 World Championship with Lando Norris and Daniel Ricciardo, the NTT INDYCAR Series with Arrow McLaren SP drivers Pato O’Ward and Felix Rosenqvist, and the Extreme E Championship with Emma Gilmour and Tanner Foust. McLaren will compete in Season Nine of the FIA Formula E World Championship in 2022/23.
McLaren was the first F1 team to earn the Carbon Trust Standard in 2010 and has maintained it ever since, semi-annually, most recently in February 2021. The team is also the first in F1 to win the FIA Sustainability Accreditation Award at three starspots in 2013 as a component of the FIA’s environmental certification, before becoming a signatory to the United Nations Sporting Commitment to Climate Action in 2021.
Media Contact:Rebecca Brownrebecca. brown@bcw-global. com (0)7464 999 459
SOURCE Vuse