Have you ever thought about scratching an expensive car such as a Lamborghini? Whether it was out of anger, frustration, or simply because of wanting to see how it feels… chances are that at least once in your life, you had the desire to sink your keys into that polished surface and hear it screech as it comes off.
Well, ARoS Aarhus Kunstmuseum in Denmark lets you do exactly that. In a radical promotional stunt to attract visitors, the Museum decided to place a Lamborghini Gallardo supercar in one of its permanent collections. It became part of an exhibit entitles “No Man Is an Island” which invited people to come over and leave their mark on the sports car.
At first, people were cautious and suspicious, thinking that it might be a joke, or even a trick carried out by the Museum made to rip-off its customers for damage compensation. But once they realized that there are no consequences for it, and once first marks appeared on the surface, everyone went for it and soon turned the car into a showcase of various signatures, marks and symbols.
The car was intended to become an art piece, displaying the “art” of visitors expressing their thoughts by leaving eternal messages on a piece of metal that costs as much as a big family house. It became so popular that tourists flocked to the Museum just to see the Lamborghini and leave a mark on it.
But after some time, it became obvious that sooner or later, the car will become so filled with scratches that it will eventually change to white. So in order to preserve the car, and the existing messages as well, the Museum decided to make the car off-limits and prohibit leaving any more marks. It hired a guard and posted several warnings that any physical interaction with the car is not allowed.
During its career as a piece of interactive art, the Lamborghini was “enriched” by all kinds of messages. Some of them were meaningless. But others were quite interesting and deep. For example, some people engraved the names of their loved ones, their wishes, dreams, families… It was just a big collection of human thoughts.
The car was presented in several other museums and showrooms and attracted much media and tourist attention. But it was eventually returned to its original owner, the Norwegian artist DOLK.
Some people reacted negatively to the project, saying that it is nothing more than a promotion of vandalism. Others suggest that although the car itself is a piece of art, its marking are nothing more than mutilation of art.
Opinions on the matter continue to be divided, but one thing is certain – the project did exactly what it was built for. To attract attention and make people think about it. So, in a way, it should be considered successful, right? Especially if you take into account that the Lamborgini’s value tripled after it became such a popular art piece.
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