This candy covered car, designed by contemporary British fashion star Emma Bell, was created to promote "Vault for Vauxhall," her collaboration with the car brand. Vauxhall promises to transport people into a fairytale wonderland experience inspired by Emma’s fashion creations.
Over 10,000 sweets cover the Vauxhall Corsa, which will be the centre-piece of Emma’s wonderland.
Implications - The use of eccentric materials and mediums adds interest to design pieces or guerrilla ads that is heightened when the unconventional materials are also somewhat familiar to a consumer. The Vault for Vauxhall promotion piece is a perfect example, with a Vauxhall car covered in candy that most consumers will remember from childhood.
What's Driving This Trend
- Eccentric Material Design
- Designers are creating interest by using familiar yet unconventional materials such as candy to make design pieces or guerrilla ads more memorable.
- Fashion-car Collaboration
- Collaborative efforts between fashion and car brands create unique experiences such as Emma Bell's wonderland promotion with Vauxhall.
- Nostalgic Marketing
- Using familiar childhood items such as candy in marketing creates a sense of nostalgia and familiarity with consumers.
Who This Affects Most
- Automotive Industry
- Automotive companies could collaborate with fashion designers to create unique experiences that go beyond the typical showroom experience.
- Fashion Industry
- Fashion brands could collaborate with car companies to create immersive experiences that showcase both fashion and technology.
- Marketing Industry
- Incorporating nostalgic items such as candy into marketing campaigns could be a successful strategy for creating a memorable and relatable brand image.
