British automaker Rolls-Royce is upping the global appeal of its ongoing Art Programme through a collaboration with Chinese artist Yang Fudong.
As his first brand project with Rolls-Royce, Mr. Fudong has created a video work that will screen at the Shanghai Center of Photography in Shanghai later this year. An award-winning filmmaker and photographer, Mr. Fudong’s work for Rolls-Royce centers on a Chinese fable that speaks to the virtues of perseverance and willpower.
Myths and legends
To prepare his film concept, Mr. Fudong traveled to Rolls-Royce’s home in Goodwood, England to experience the automaker’s essence first-hand and learn more about its artisanal practices.
Rolls-Royce’s Art Programme reflects the automaker’s view on art theory, as those fortunate enough to purchase its vehicles begin with a blank canvas that becomes their own artistic vision, just as an artist does in his preferred medium.
“I have had this idea in mind for a long time,” Mr. Fudong said in a statement. “I think it is perfect to finally realize it as part of this co-operation with Rolls-Royce.

Still from Yang Fudong's film for Rolls-Royce's Art Programme
Mr. Fudong’s film will debut and be on public display at the Shanghai Center of Photography in the city’s West Bund art district.
“Yang Fudong is a Chinese artist who pairs his respect for traditional elements with the use of modern media,” said Leon Li, Rolls-Royce Motor Cars regional director for China, in a statement. “His ethos resonates with Rolls-Royce, expertly melding time-honored skills with modern technology.
“To support an artist of such international stature is a truly inspiring venture and we await his new work with anticipation,” he said.
Mr. Fudong joins Mohammed Kazem from the United Arab Emirates and India’s Sudarshan Shetty for Rolls-Royce’s Art Programme 2016.
Similar to Mr. Fudong’s inspiration, for Mr. Shetty’s commissioned piece, premiering in Mumbai on Nov. 5, the artist has created a two-channel film and two sculptures inspired by an Indian folk tale (see story).
{"ct":"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","iv":"7c6ed92df19d151ce61cdc7f4f6a8489","s":"681c4c9ef8411c22"}