MEXICAN ARTIST PARTNERS WITH VUSE TO CREATE A LARGE-SCALE FOLK ART KIWI IN TRIBUTE TO THE McLAREN F1 TEAM'S NEW ZEALAND ROOTS
LONDON, Oct. 25, 2022 /PRNewswire/ -- Today, visitors to McLaren Racing can say "Hello" to a giant Kiwi bird sculpture designed by Mexican artist Luis Pablo, who has lent his sculpture art on a global stage. before the weekend of the FORMULA 1 GRAND PRIX OF MEXICO CITY 2022.
Honoring the Mexican tradition, Vuse, the world's number 1 vaping brand*, and its partner TheMcLaren F1 Team, have presented an unprecedented 2 meter tall, bright and festive kiwi in the style of Mexican folk art, alebrije, based on the designs of the sculptor from Oaxaca, Mexico. Perched on the iconic McLaren F1 Team headquarters just in time for the FORMULA 1 MEXICO CITY GRAND PRIX, Luis Pablo's bold paint job breathes new life into the Kiwi.
The large-scale installation, which will be on view until after the Mexican Grand Prix weekend, is a smaller-scale recreation of the Kiwi alebrijes that Luis has handcrafted and given to the McLaren F1 team. Putting Mexican folk art on a pedestal in time for Luis' country career and drawing attention to the role culture and heritage play in his work, the striking design is an assemblage of three worlds: Vuse's momentum to champion emerging creatives, Luis' passion and creative flair for alebrije artwork and the heritage of The McLaren F1 Team in New Zealand.
True to Vuse's philosophy, the brand has taken Luis's artwork to the next level by creating a celebratory Kiwi in a big way. In collaboration with Jahee Campbell-Brennan, director of Wavey Dynamics, Luis's kiwi has been 3D scanned on a small scale to turn it into a 2.5 meter CNC-milled sculpture made of a type of high-density foam similar to which is used as the base material in carbon fiber wings, floors, forks and other structures on F1 cars, where it acts to provide more stiffness and strength. The bespoke kiwifruit sculpture is the latest activity in Vuse's Driven by Change programme, in conjunction with the McLaren F1 Team, which supports the creative class by offering under-represented artistic talent the opportunity to showcase their passion and work at one of the biggest and most high-profile arenas in the world: elite motorsports.
Luis has a deep passion for alebrijes, a traditional form of Mexican folk art that combines intricate carvings depicting animals, people, objects, and imaginary creatures painted with rich colors and vibrant patterns. Driven by his creative pursuits, over the years Luis has mastered his craft to become a keeper of Mexican folk art, evident in his impressive collection of intricately designed alebrijes. Through his sculptures, he hopes to represent and publicize this traditional Mexican art form that is steeped in history, inspiring others to embrace and share their own cultural traditions.
Luis Pablo commented: "Through Driven by Change, Vuse has offered me the incredible opportunity to be able to represent my culture and introduce alebrije to many who would never otherwise know about it. I hope that, through creativity and design, We have brought together the worlds of Mexico, New Zealand, Vuse and The McLaren F1 Team to symbolize the power of heritage It is amazing to be able to showcase my art and culture on a global stage and I would like my art to be seen as a role model for the next generation, inspiring them to believe in themselves.
In tribute to its founder, racing driver Bruce McLaren, New Zealand's national bird, the kiwi, has become The McLaren F1 Team's mantra, representing spirit, perseverance and the pursuit of the best. Luis has reimagined the flightless bird, decorating it with the iconic papaya and the color blue of The McLaren F1 Team to symbolize the passion that comes from being proud of where you come from, the diligence that comes with believing in your abilities and the continual drive to follow your dreams.
Matt Dennington, director ejecutivo, Partnerships
Vuse is committed to supporting the creative industries. The Driven by Change initiative is part of Vuse's legacy and ambition to accelerate the creative activities of underrepresented artists around the world. In collaboration with its partner, The McLaren F1 Team, Vuse's Driven by Change program identifies new opportunities to bring their work to life, helping to introduce creatives from diverse backgrounds to the public. Luis' large-scale Kiwi alebrije will be on display at McLaren Racing from today until after the FORMULA 1 GRAN PREMIO DE LA CIUDAD DE MEXICO 2022 on Sunday 31 October.
John Beasley, Head of Branding Group, BAT, commented: "From Abu Dhabi to Colombia and now Mexico, Driven by Change is establishing a truly global legacy, celebrating underrepresented artists from all walks of life. The clear passion de Luis for its colourful, bold and unique form of Mexican folk art is inspiring and having an alebrije come to life at the McLaren F1 Team HQ epitomizes what Driven by Change means."
To discover more about Luis' story and the Driven by Change initiative, visit the Vuse and Luis social channels.
*Based on Vype/Vuse’s estimated value share of PVP in measured retail sales for steam (that is, the total value of the steam category in retail sales) in the key steam markets: US. US, Canada, France, UK and Germany in May 2022
Notes to editors:
About BATBAT is a leading multi-category consumer goods company with the purpose of building A Better Tomorrow™ by reducing the impact of its business on health by offering a greater variety of enjoyable products with fewer risks for adult consumers. .
The company remains clear that fuel cigarettes pose serious health risks, and that the only way to avoid them is to not start or stop smoking. BAT encourages those who would otherwise continue to smoke to switch entirely to scientifically proven, lower-risk alternatives*†. To achieve this, BAT is transforming itself into a truly consumer-centric, multi-category consumer products business.
BAT's ambition is to have 50 million consumers of its non-combustible products by 2030 and generate £5bn of revenue from New Categories by 2025. BAT has set itself some very ambitious ESG goals, including becoming carbon in scopes 1 and 2 by 2030 and eliminate unnecessary single-use plastic and make all plastic packaging reusable, recyclable or compostable by 2025.
BAT employs more than 52,000 people and operates in more than 175 countries. BAT Group generated revenue of £12.87 billion in the first half of 2022 and operating profit of £3.68 billion.
The company's strategic portfolio consists of its global cigarette brands and a growing range of new category reduced-risk*† tobacco and nicotine products and traditional noncombustible tobacco products. These include vapor, tobacco heating products, modern oral products including tobacco-free nicotine sachets, as well as traditional oral products such as snus and moist snuff. In the first half of 2022, we had 20.4 million consumers of our non-fuel products, which represents an increase of 2.1 million compared to 2021.
*Based on weight of evidence and assuming a complete switch from cigarette use. These products are not without risk and are addictive.† Our products sold in the US, including Vuse, Velo, Grizzly, Kodiak and Camel Snus, are regulated by the Food and Drug Administration (FDA) and are not Risk reduction claims will be made for these products without FDA clearance.
About McLaren RacingMcLaren Racing was founded by New Zealand driver Bruce McLaren in 1963. The team entered its first Formula 1 race in 1966, and since then McLaren has won 20 Formula 1 world championships, more than 180 Formula 1 grands prix , the Indianapolis 500 three times and the 24 Hours of Le Mans on his first attempt.
The team competes in the FIA Formula 1 World Championship with Lando Norris and Daniel Ricciardo, in the NTT INDYCAR Series with Arrow McLaren SP drivers Pato O'Ward and Felix Rosenqvist, and in the Extreme E Championship with Emma Gilmour and Tanner Foust. McLaren will compete in the ninth season of the FIA Formula E World Championship in 2022/23.
McLaren was the first F1 team to receive the Carbon Trust standard in 2010 and has maintained it biannually ever since, most recently in February 2021. The team was also the first in F1 to receive the Sustainability Accreditation Award. by the FIA at a three-star level in 2013 as part of the FIA Environmental Certification framework, before becoming a signatory to the UN Commitment to Sport for Climate Action in 2021.
Media Contact:Rebecca Brownrebecca.brown@bcw-global.com 44 (0)7464 999 459
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