The automotive brand Maybach is supporting a major exhibition being held by the Fondation Maeght between 27 June and 31 October 2010 at the foundation’s headquarters in Saint Paul de Vence near Nice, France, where more than 170 works of art by Alberto Giacometti, one of the most important sculptors and artists of the 20th century will be on display. This event sees the Stuttgart-based luxury car manufacturer enhancing its involvement with contemporary art.
The current Giacometti exhibition being put on by the Fondation Maeght – which was founded by husband and wife Marguerite and Aimé Maeght in 1964 – is yet another highlight in Maybach’s support for the art world, which stretches back for years. The Fondation Maeght is one of the most important private collections in the world. More than12.000 works attract over 200.000 visitors from all over the globe to the South of France every single year. Alongside the Kunsthaus Zurich and the Fondation Beyeler in Basel, the foundation owns one of the most comprehensive collections of works by the Swiss artist Giacometti. “We are delighted to be able to support such an important exhibition”, comments Patrick Marinoff, Global Brand Manager Maybach. “Maybach and the Fondation Maeght both stand for exclusivity, fascination and the very highest calibre.”
Involvement with art has three focal points
For a number of years now Maybach has been helping top international artists and supporting renowned institutions on the art scene. This involvement began in 2005 when the brand cooperated with the artists Christo and Jeanne-Claude when they staged their spectacular project “The Gates” in New York’s Central Park. Following further partnerships the luxury brand presented the Maybach Art Cars – designed by Tim Berresheim – in August 2009. The same year saw the brand’s sensational collaboration with David LaChapelle, one of the most famous photographers in the world. His photographs were titled “Exposure of Luxury” and “Berlin Stories” and represented the artistic showcasing of the Maybach Zeppelin limited edition special model and its historic forebear dating back to the 1930s. They celebrated their world premiere at Art Basel Miami Beach in December 2009.
As well as working together with individual artists, support for institutions with an international profile forms another main point of focus in Maybach’s involvement with art. It includes a partnership with the Fondation Beyeler as well as the current collaboration with the Fondation Maeght. And for the third year running Maybach will also be present at the St. Moritz Art Masters – taking place between 27 August and 5 September.
A major part of the brand’s activities in this sphere involves combining art with work for good causes. As announced at last year’s Art Basel Miami Beach, for example, David LaChapelle will introduce the world to a young artist set to be mentored by him together with the Wilhelm & Karl Maybach Foundation – very much in keeping with the principles of this foundation, which brings together young, up-and-coming artists and well-known mentors. Both will be present in St. Moritz from 27 to 29 August, where they will be presenting their joint mentoring project.
Through its involvement in art, Maybach is paving new ways for its customers to encounter art, artists and renowned art fairs, the brand itself and its saloons – very much in the spirit of Wilhelm Maybach when he created his legendary car: luxurious and fascinating – and ahead of its time.
Source: Daimler AG