Porsche's 'The Art of Dreams' exhibit in North America aims to inspire

MANILA: Porsche is introducing its global campaign "The Art of Dreams" to North America for the first time with the immersive exhibit "Dream Big" by Scottish artist Chris Labrooy.

The initiative uses transient pieces of art in important cultural venues to shed light on the subject of dreams. Everybody may relate to Labrooy's sculpture, which encourages viewers to dream big dreams. It serves as a tangible focal point for a Porsche virtual reality project that will be unveiled soon.

Viewers can see "Dream Big." at the Pérez Art Museum Miami beach (PAMM). The exhibit is accessible every day through December 3.

In the hands of a larger-than-life person wearing a racing driver's helmet, the white Porsche 911 Carrera 4S Coupé appears to be a toy car. The artwork pays homage to childhood fantasies. The installation's lighthearted tone is meant to make the viewer question where their dreams may take them in the future.

Chris Labrooy, a digital artist and Porsche enthusiast, first produced "Dream Big." via CGL before turning it into a physical object. The artwork also alludes to a Porsche project that will soon be disclosed in the virtual world.

In October 2021, Porsche launched ‘The Art of Dreams’ – a series of interactive art installations in major cities. A work by the French artist Cyril Lancelin kicked things off in Paris. His installation ‘Remember your dreams’ with giant air-filled elements was later also exhibited in Singapore.

This was followed in June 2022 by the installation ‘Everywhereness’ by Ruby Barber (Studio Mary Lennox, Berlin) at Milan Design Week. This botanical artwork with a labyrinth of wild roses and a 1972 Porsche 911 S 2.4 probed the relationship between nature, human-made spaces and technology.

Chris Labrooy completed his studies in product design at London's esteemed Royal College of Art. The Scotsman was drawn to the digital world after completing his master's. He coupled his familiarity with actual objects with a growing curiosity with the fantastical.

In several of his 3D creations, vintage Porsche 911 replicas are positioned in idyllic desert scenes or in the shape of flamingos at private swimming pools.

In 2021, Labrooy for the first time brought one of his digital works into the physical realm as part of the celebration of "20 Years of Porsche in China." The end outcome was the "996 Swan" art vehicle. The artist has long been a supporter and owner of Porsche sports cars.

Photos from Porsche

Also read: Porsche celebrates 25 years of 996-generation 911