As a company, our environmental ethos is at the core of everything we do and we pride ourselves on creating sustainable artwork options. We are a carbon-neutral company committed to making a minimal impact on our world. From using solar energy in our offices to running a fleet of mainly electrical vehicles, we believe in practicing what we preach.
We also believe art can be a powerful force for change. We often use our artwork to promote environmental calls to action and highlight the small things we can all do to help our planet.
So, when we got the opportunity to work with Polestar—a brand that only creates electric vehicles we were incredibly excited. It felt like a perfect alignment of values and a dream collaboration.
The Call and The Concept
Polestar UK contacted us because they had seen our Land Rover artwork made from cars in 2018.
They were planning their 5-year celebration of Polestar in the UK and wanted to explore a similar activation: creating a huge piece of artwork at Bicester Airfield using electric cars.
The idea was to form the iconic Polestar logo out of the Polestar cars. Naturally, we were delighted at the prospect and immediately set to work on the “how.”
The Challenge: People First
There was one major, exciting challenge. Polestar didn’t just want to use any cars; they wanted the image to be made up of their customers’ cars who were attending the celebratory day (Polestar Festival). This shifted the focus entirely. Polestar’s main priority was their customers’
experience and safety. Our design had to account for this. We couldn’t just park cars as tightly as possible; we had to design the image so that every single customer could get in and out of their car safely and comfortably. After working out the logistics, we calculated that the final image would require 180 parking bays to create the logo’s precise shape.
Behind the Scenes: Braving the Elements
The day before the event, our team arrived on-site at Bicester Airfield to begin the setup. Jamie, Jocasta, Dan, Peter, and Jonathan got to work, measuring and painting out all 180 bays to form the giant logo stencil on airfields grass. It was a big undertaking, made more difficult by some heavy downpours but despite the weather, the team managed to get it all done in time, ensuring everything was ready for the big day.
The Event: A Charged Atmosphere
The event day itself was fantastic. The atmosphere was, quite literally, electric. Polestar had put on a wonderful day for their customers, filled with driving experiences, inspiring talks, family fun, VR simulations, and, of course, our art piece.
As the guests arrived, the customers who had agreed to take part in the artwork were guided into the pre-marked bays. The execution of the image was pretty straightforward, thanks to all the meticulous planning and the team’s hard work the day before. Best of all, the weather stayed dry throughout!
The final image and the resulting drone shots looked incredible—a giant Polestar logo, 170m wide
made of 180 electric vehicles, all belonging to the Polestar community!
We were just so grateful to have been part of such a wonderful, forward-thinking day. Working with a brand like Polestar, whose commitment to a sustainable future so closely mirrors our own, was a genuine privilege.
