LUCKY STRIKE B.A.R. F1

Tribe Art: Igniting Creativity, Connecting Cultures.

Tribe Art

The Lucky Strike B.A.R. F1 | "Tribe Art" brand platform is a fusion of speed, artistry, and cultural identity, redefining racing as an expression of both performance and creativity. Rooted in the adrenaline of Formula 1, it celebrates precision engineering while embracing artistic storytelling through bold liveries and design innovation. "Tribe Art" represents a global community where motorsport meets culture, uniting fans, artists, and enthusiasts who see F1 as more than a sport—it's a lifestyle. Honouring the legacy of Lucky Strike B.A.R., the brand pushes boundaries with a modern, dynamic vision that connects heritage with the future of racing aesthetics.

To showcase the Honda F1 team and their sponsor's dedication to creativity and innovation beyond the racetrack, we developed an engaging art and lifestyle program that resonated with a forward-thinking urban audience. Named Tribe Art, the initiative was designed to align with the brand’s vision while captivating audiences during a period of sponsorship transition. Initially conceived as an annual commission that would travel alongside the international F1 circuit, the project quickly evolved into a larger platform. Its success led to the commissioning of over 20 groundbreaking art and design projects by Artwise, each pushing creative boundaries and reinforcing the brand’s commitment to artistic excellence.

Spanning a diverse range of locations, Tribe Art projects varied in scale and budget, taking place in traditional and unconventional venues alike—from museum and gallery collaborations to warehouses, railway stations, car parks, clubs, and bars. To further amplify its impact, the initiative was supported by a cutting-edge international art and lifestyle travel website, ensuring maximum audience engagement while preserving the artistic integrity of each commission. This digital platform played a crucial role in maintaining the quality and vision of the project, solidifying Tribe Art as a pioneering intersection of motorsport, art, and contemporary culture.

JULIAN OPIE “Imagine Driving fast.”

For Tribe Art Commission1, British artist Julian Opie was chosen for his ongoing exploration of movement, making him a natural fit for the project. He responded with Imagine you are driving, fast, a striking 60-meter-long, full-color wallpaper installation that combined portraits of legendary Honda drivers with dynamic imagery of Grand Prix racetracks. The result was an iconic, immersive piece that debuted to widespread acclaim in a vast warehouse space at London's Truman Brewery in 2002.

Following its success, the installation went on tour, captivating audiences at TN Probe in Tokyo (2002), Grand Central Station in Milan (2003), and the Nasional Museum in Jakarta (2005), where an additional soundscape element was introduced. With its bold visuals and seamless fusion of art and motorsport, Imagine you are driving, fast became a defining expression of speed, innovation, and movement.

For the Urban Short Film Programme, Artwise curated a diverse selection of both emerging and established filmmakers and artists, showcasing a collection of thought-provoking films that explored personal experiences and urban life across global cities. The program included three newly commissioned works, each offering a unique perspective on the complexities of contemporary cityscapes and human interactions within them.

Featured artists included Dora Longo Bahia, George Barber, Sarah Beddington, June Bum Park, Thomas Köner, Zilla Leutenegger, McCormack & Gent, Mirza & Butler, and Matthew Noel-Tod. Together, their works formed a compelling cinematic journey through different urban environments, blending documentary, conceptual storytelling, and experimental visuals to capture the ever-evolving relationship between people and the cities they inhabit.

HUSSEIN CHALAYAN - PLACE TO PASSAGE

For Tribe Art Commission2, Artwise selected visionary fashion designer Hussein Chalayan, known for his boundary-pushing, genre-defying approach. Recognized for his uncompromising artistic vision, Chalayan responded with Place to Passage, a highly intricate project that fused film, conceptual animation by Neutral, and an evocative soundtrack by Jean-Paul Dessy. The work’s significance was further solidified when Chalayan was chosen to represent Turkey at the 51st Venice Biennale in 2005, where Place to Passage became a key feature of his major retrospective.

The project gained international recognition, being exhibited at prestigious venues including Proje4L in Istanbul, Theatre du Nord in Lille, Spazio Etoile in Rome, Centre d'Art Contemporain in Geneva, Centre Pompidou in Paris, the ICA and Truman Brewery in London, Centraal Museum in Utrecht, Groninger Museum, Galerie Jesco von Puttkamer in Berlin, and the Kunstmuseum Wolfsburg in Germany. Managing Place to Passage required Artwise to oversee a team of more than 80 professionals across various disciplines, from fabrication, filming, and animation to installation, music, press, and event coordination, ensuring the project’s ambitious vision was fully realized.

PAUL VEROUDE “View Suspended”

For a Tribe Art Project, Artwise selected emerging Dutch artist Paul Veroude, drawn to his deep passion for cars and his meticulous fascination with deconstructing them. Leveraging his extensive knowledge of racing vehicles, Veroude created View Suspended, a breathtaking installation that ‘exploded’ a Honda F1 Racing car—suspending thousands of its individual components mid-air. The piece revealed the hidden complexity of the car’s engineering, resembling an intricate skeletal structure and offering a rare glimpse into the unseen mechanics of high-performance racing machines. By merging art and technology, View Suspended celebrated both precision engineering and creative expression.

The installation debuted in Shanghai in 2005, drawing an impressive 13,000 visitors in just four days before touring Amsterdam and London. Following the completion of the Tribe Art project, the artwork was re-adapted into a Mercedes F1 car and is now permanently housed at the Mercedes World Museum, continuing to captivate audiences with its striking fusion of art and automotive innovation.

As part of Tribe Art's ongoing commitment to fostering emerging talent, a dedicated program was established to support research and development in cutting-edge design. Young designers were selected from diverse multimedia disciplines, chosen for their innovative approach and ability to push the boundaries of avant-garde technology.

The lineup featured visionary creatives such as Random International, Christopher Pearson, Rowan Mersh, and Philip Worthington. Each designer brought a unique perspective, blending technology and artistry to redefine the possibilities of digital and interactive design.

Tribe Art Young Designers

Tribe Art Young Designers - Christopher Pearson

Tribe Art Young Designers - Random International

Tribe Art Young Designers - Rowan Mersh

Tribe Art Urban Short Films

For the Urban Short Film Programme, Artwise curated a diverse selection of both emerging and established filmmakers and artists, showcasing a collection of thought-provoking films that explored personal experiences and urban life across global cities.

Client
Lucky Strike

Year 2004

Tribe Art Urban Short Film - Mirza & Butler