From zero to hero. With CUPRA and Andrea Crespi, transformation becomes a work of art

“From Zero to Hero” is a word game that recalls the world of cars and the values ​​they describe CUPRA lifestyle and stylistic and conceptual research of visual artist Andrea Crespi. The result is a unique work of art, one a colorless mirror that places the viewer at the center and his desire for changesending a message of understanding and confidence.

CUPRA has the right identity that it has developed experimentsfrom choice of material and ofBeware of those the details that make the difference unique brand. Values ​​that are also a unique feature of Andrea Crespi’s creative research. A shared vision that is reflected in work, in artistic interventions and in storytelling designed to convey collaboration.

“From zero to one hundred”in automotive jargon, it is a test that measures the car’s speed and performance. The saying that, in everyday life, is used to describe the way of a person who, starting from nothing, has reached important goals. Connecting these two worlds inextricably there is a thin thread that can be summed up in one word: changes.

Change so you don’t stay stagnant, improve yourself and reach new goals. How can a concept with so many nuances and meanings be represented? The answer lies, in the true sense of the word, in the work of art created by the visual artist Andrea Crespi, created for CUPRA Garage – Busto Motor Company. At the beginning of his journey of artistic research, Crespi asked himself a simple, but obvious question: “who is the hero of this story that talks about change? From here the “iridiscent mirror” was born, a creation that allows the customer to look into the mirror and find the answer, that is, he himself, in that reflection.

A work of art with a high level of emotional involvement that also launches a message of awareness, which prompts the viewer to look for the hero of his life not in a celebrity or influencer but in the person seen in the mirror. The man who has added another goal in his journey of life, the purchase of a new CUPRA.

A stylistic choice that highlights, once again, the link and movement because the lines refer to speed and by changing the perspective you see different shades of color. The same materials used to create the work were used to create an artistic intervention on the brand’s iconic model, the CUPRA Formentor, enhancing the sinuosity of its refined lines.

The car becomes an artistic installation and a vehicle to become the hero of your own story. For one week, the visual artist Crespi got the first impression that CUPRA offers and it was also an opportunity to create content to convey the same feeling to the future members of the CUPRA club.

Andrea Crespi – visual artist

“The one with CUPRA was my first collaboration with the automotive industry and it was an exciting and interesting challenge. In the way of artistic research I tried to make my world, that of visual art, and the world of CUPRA dialogue with each other. Research that led to the creation of a work that gives those who look at it the feeling and power that you can get when driving a CUPRA, thus passing “From zero to hero“. Being a hero means being able to transform yourself and your circumstances into something unique, overcoming obstacles and achieving amazing results. The man is shown inside the work, identifying himself as the hero described in the installation. The support and text created by the artist embody the concept of change and change.”

Patrick Bani, Marketing Manager of Busto Motor Company

«CUPRA is not just a brand, it is a lifestyle that provides unique emotions that are part of our DNA. Sitting behind the wheel of one of our models and starting the engine plunges you into a world created by emotions, values ​​and experiences that change your life. A change that begins as soon as you enter the CUPRA Garage, when you realize that you are not just buying a car, but a real way of life. It is not always easy to express in words the spirit contained in our models so we decided to let the art speak, commissioning a work capable of making our customers realize the change, attention to detail and desire to evolve that CUPRA always puts into practice. day. The collaboration with Andrea Crespi was born precisely from this desire and from the desire to make our customers realize the uniqueness and refinement that lies behind each vehicle of our brand. The work is shown in the presentation area, one of the most emotional of the dealer, and an artistic intervention was also created on our flagship model – CUPRA Formentor – to further emphasize our uniqueness and always looking for something new ».