Born in the Mirror Hour by Tim Wes | Cupra
CUPRA is the car brand of the future and recently launched their 100% electric Born. Therefore they asked Together & Dedicated to conceptualise and produce a campaign, in which the vehicle was presented in or around an art installation. The result? The production of six light and glass sculptures, a documentary about the process behind it and a monumental opening for a curated selection of guests.
Born in the Mirror Hour interprets the Rotterdam based Tim Wes' vision of the distant tomorrow. This glass and light installation is a journey through time, offering a glimpse of what tomorrow might look like. It symbolises progress and stands for offering innovative perspectives on the status quo. "Changes are happening so fast that we're barely even notice the next 'thing'. If we have to believe what the news feeds us, we will soon be traveling to other planets in stead of foreign countries.” The unveiling was during the kick-off of Rotterdam Art Week and the installation was on public display for a month at the CUPRA Garage Rotterdam.
As you navigate through the artwork, you will experience a constantly shifting perspective. Each angle reveals a different facet, determined by your visual perception. How far are you willing to delve beneath the surface? Wes, as a creator, enjoys exploring themes like this, aiming to shape the future with his creativity, vision, and ideas. The fragmented glass symbolizes the human journey. The artist explains that just as wine requires pressing grapes and flour requires grinding grains, being shattered is a crucial part of growth and advancement toward a greater purpose.
Production Company | Together & Dedicated
Partner | Cupra
Artist | Tim Wes
Producer | André Marques
Cupra | Steven Fröhlich
Visual Documentation
Producers | André Marques & Tim Wes
DP (Documentary) | René Huwaë
DP (Recap) | Thomas de Boer
Subtitles | Invision Ondertiteling
Sculptures
Design | Tim Wes
Glass | Van Dijken Glas Beleving
Epoxy | Genesis Steel
Construction | Ramstechniek
Lighting | Nick Mansveld
Logistic Handler | Big Boi Truck & Co