Lotus and Swizz Beatz staged a dazzling demonstration at the IAC building in Manhattan last week, celebrating the Swizz Beatz edition of a gleaming chrome-colored Lotus Evora GTE. Carmelo Anthony, Russell Simmons and Swizz’s wife, Alicia Keys, attended the invitation-only ceremony. occasion in the Frank Gehry area on the west side of Manhattan. Swizz Beatz played the role of emcee, bringing in IT to perform a brief presentation in front of the crowd.
Before the party, I sat down with Dany Bahar, CEO of Lotus, and Swizz Beatz, VP of Creative Design and Global Marketing, to get a sense of what this partnership is all about. It is evident that the two have worked intensively in combination and show a sense of camaraderie and mutual respect. They even laugh conspiratorially and finish each other’s sentences. “My goal is to become the Renaissance man for my generation,” the Grammy Award-winning maker says of his masculine interests. “I like him,” says Bahar, “the Renaissance kid for my generation. “
Swizz on his real full-time task: My full-time assignment is simply to be an artistic mind. It all fits into the puzzle of creativity and art. It’s an exhibition. This is our first solo show, although there are many partners in this solo show. It’s simply about finding collaborations willing to take risks, whatever my musical background, but also my artistic background, coming from Christian Louboutin, Reebok and turning the entire reach of Reebok in less than 8 months, to expanding it by 30 percent. Array Hasbro, also operating in the children’s market.
Dany Bahar on Swizz Beatz: Swizz almost seeks to do something never done before in the automotive industry, which is historically a boring and very brave industry.
Swizz in his chrome-plated Lotus Evora GTE: The inspiration came from art. As a car collector, Dany and I had a verbal exchange about how, by taking the lopass to the next level, we want to do things that move on to the next. level. In fact, I issued a challenge to Dany: If we can get a chrome-colored car, we can start the big move. Tonight we have a chrome-colored car. When you see a chrome-colored car, you think it’s a Lotus. It separates (Lotus) from all cars on the road.
Swizz Beatz on art and cars: For me, everything is the same: design, cars, fashion, movies, painting. My vision is to make history, to take things to the next point as much as possible. We live in a changing world. How can we replace before global replacement? I do the same with music. They take all the other languages and apply them to the global automotive world. It takes the same effort to be successful. To be successful, you have a concept in your head, you want to have a smart concept of who you’re playing against, the demographics of the audience, and from there you want to have a strong team. Thanks to As a strong team we are building, you will have the results and then after the results you will know what you got in your exam.
Dany Bahar on Swizz Beatz’s new work: We were the first real manufacturer he worked for.
Swizz Beatz on his collaboration with Lotus: Lotus is by far the most practical tool I’ve used in the automotive world. Thanks to Dany and the wonderful team we have, they also allow me to have a voice. It’s not just an endorsement, it’s a true partnership. With those results, we’re going to replace the way other people view cars, the way other people see the brand, the way all cultures meet.
Dany Bahar on hiring Swizz Beatz: It’s not an endorsement. It’s very real. He came to the factory 3 or 4 times. We don’t have any additional mentions. He’s part of the family. We also want a Swiss Beatz edition to be made as part of your wishes.
Swizz Beatz on driving with Dany Behar: Yes. He’s faster. Run every day in a suit. It’s their running attire. (Swizz Beatz shows off the Dany Bahar costume. )
Dany Bahar on Swizz Beatz at Lotus Design Studio: If one artist tells another what to do, you can believe what will happen. It’s definitely a kind of Ph. D. in design. When it comes to limited editions for a specific market that we don’t know very well, he knows how to deal with his customers, his fans. Then it becomes “Swizz fix this. ” We want to do it right. The color of the skin, the bumper here, the bumper there. ‘”
Swizz Beatz explains where his idea came from: Two places: the shower and the car.
Swizz Beatz on Lotus Designers: We don’t get in the way of others. I don’t do what other designers try to do. It’s an area open to creativity. It’s the little things that count.