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Rolls-Royce announces its latest art initiative

The luxury carmaker flexes a curatorial eye in Muse, its program of initiatives for artists – this year with a new commission for moving image and a challenge to reimagine the iconic emblem.


You could argue that there’s nothing like cruising around in a Rolls-Royce, but to be immersed in a modern art collection curated by the luxury carmaker is an experience in itself.

While there isn’t a physical gallery for fans of the iconic motoring brand to set foot in, there is Muse – a bold new vision for Rolls-Royce’s annual art program, which aims to introduce patrons to the thriving world of art through bespoke programs and publications.

Now in its sixth year, Muse will introduce two initiatives to provide curious minds with unprecedented access into artists’ exceptional ways of seeing and thinking.

The biennial Dream Commission is a new platform from Rolls-Royce, which supports moving image works created by emerging and mid-career artists worldwide. The commission is backed by two respected art institutions including the Fondation Beyeler in Basel and the Serpentine Galleries in London. Participants can expect to see experimental film, video, animation, immersive and participatory installations, and content presented in non-screen formats, such as augmented and virtual reality.

The second initiative will involve one of Rolls-Royce’s most recognised symbols in the Spirit of Ecstasy Challenge. This showcase will present leading creatives from around the world reimagining the sculptured Rolls-Royce emblem – that elegant figure seen on the bonnet for more than a century – in a uniquely different material. This year’s challenge will focus on textile and will see three invitees from around the world selected across a range of creative industries including architecture, art, fashion design, industrial design, and crafts.

Torsten Müller-Ötvös, who is Chief Executive at Rolls-Royce Motor Cars said: “Since its inception five years ago, the Rolls-Royce Art Programme has brought many new artworks to fruition around the world. As we look to the future, Muse will enable us to continue this legacy with a vision to expand the horizon of moving image and ignite a dialogue with some of the most exciting creative visionaries of our time. In doing so, we will inspire great works that leave a lasting mark on our culture.”

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