Porsche has collaborated with prominent Scottish artist Chris Labrooy to develop a new sculpture currently on display at the Perez Art Museum Miami beach from November 29 to December 3. Dubbed "Dream Big," it forms part of the company's Art of Dream campaign, which is being introduced to the USA for the first time.
The goal of this art campaign is to visually express what one might see in a dream via temporary installations in major cities located all over the world. Labrooy's direction focuses on something that almost every gearhead can relate to; being a young child playing with their favorite toy car. It's a childhood pastime instantly recognizable once you look at the sculpture.
While the yellow racing driver submerged in the sand is a prominent part of the art piece, the white Porsche 911 Carrera 4S is the real centerpiece as it represents a childhood desire to Porsche 911 Carrera 4S is the real centerpiece as it represents a childhood desire to one day own and drive an aspirational sportscar. Labrooy first rendered the sculpture via GCI before transforming it into a real-life piece.
Porsche explains that this is an essential process as it previews an upcoming project strongly invested in the virtual world.
Porsche's Chief Marketing Officer Robert Ader says, "Porsche embodies the fulfillment of dreams. With our 'The Art of Dreams' initiative, we want to inspire people to do just that - to dream. But we also want to support artists and make extraordinary works accessible to the public. In the US, the best way to reach the art and design community is during Miami Art Week, when the creative heart of the world is beating in Florida. We're excited to be making our first appearance there," said Porsche's Chief Marketing Officer, Robert Ader.
The Art of Dreams campaign was launched in October 2021, with the first installation being set up in Paris at the hands of French artist Cyril Lancelin. The Remember Your Dreams project consisted of air-filled elements, also shown off in Singapore. June 2022 featured a botanical 1972 Porsche 911 2.4 located in a labyrinth of wild roses to signify a relationship between nature and human-constructed environments.
Labrooy isn't just a random artist that the brand approached. He is a creator that has had a strong connection with the Stuttgart brand via his curious 3D depictions of classic 911s in odd spaces, such as half submerged in a pool oddly reconstructed to take the form of a flamingo.
It's definitely a more abstract approach than what Sean Wotherspoon took with the Taycan Cross Turismo earlier this year.
Porsche's relationship with artists has strengthened this year as Hanna Schonwald was also commissioned to pen her unique touch to the 964-generation 911. Considering that this year marks the 50th anniversary of the Porsche Design Department, we're glad to see the brand explore many new-age artistic avenues that it may not have considered a few decades ago.
Its in-house endeavors have been a bit more traditional by its standards. The recreated 1972 911 Targa and complementary watch, which are soon to be auctioned, took a more subtle design approach as it was inspired by the design department's founder Ferdinand Alexander Porsche.