Esref Armagan, a blind artist the first to see the new Volvo S60
Turkish artist Esref Armagan is famous worldwide for his unique feel for perspective and shape. He was the first non-employee to be invited to the head office of the Volvo Car Corporation in Sweden to see and paint the Volvo S60 the next generation. Although the launch of the car will not take place before 2010, Volvo Cars already revealed its interpretation on the social website Facebook mediatic. But this story has a dimension at least inprin: Esref Armagan is blind.
How to generate interest in a product that has not yet been launched? This is the challenge that has been presented to Lukas Dohle, director of Live Communication and Social Media, and his team at Volvo Cars has Goteborg, Sweden.
The team had the idea to invite the famous Armagan to Sweden, make him discover the new Volvo S60 and paint a picture of. The film documenting the preliminary first blind of the S60 is present on Volvo Car”s own website on Facebook (www.facebook.com/volvo) and YouTube (www.youtube.com/VolvoCarsNews).
Given that the car itself will not be launched until the Geneva Motor Show next year, this is for us a very special way to present an extraordinary artistic interpretation of the model has come, says Dohle.
Mr. Armagan uses his hands and other senses to identify the shape of the object he is painting. He participated in several scientific research projects. For example, the Discovery television organization produced a documentary in which Professor John Kennedy of the University of Toronto demonstrated its ability to capture the right perspective. It defies everything that science previously believed about blind people and their perceptive abilities. M. Armagan has painted everything from historic buildings, seascapes, flowers and forests up to a portrait of former President of the United States Bill Clinton.
By cons, it was his first experience in a car on the canvas.
It was a great honor for me to realize this and I see a confirmation of my talented artist, says M. Armagan.
At the Volvo Cars design studio in Sweden, Mr. Armagan met design director Peter Horbury. It was a fruitful meeting in which Peter Horbury presented to the artist the secret jealously guard.
I am proud of the new Volvo S60, says Horbury. It has a much more dynamic and sculpted form than the previous version – it”s a very emotive form. And that”s what makes this project so exciting – our present model to come to someone as unusual as a blind artist.
On October 19, the first primer has been presented to 400 blogs globally, offering tantalizing glimpses of the car. It is possible to see and discuss the video on Volvo”s own website on Facebook. The Car enthusiasts could also ask M. Armagan to draw specific details of the car.
Today, October 26, the entire film is available on Facebook. This is the very first time that the interpretation of the blind artist of the new Volvo S60 is presented to the public.
It”s a fascinating experience to work together with Esref Armagan, because he”s really passionate about life and takes full advantage, despite his disability. It”s an approach that exactly corresponds to the way Volvo expresses his own passion for life, says Dohle.