The Brief: Integrated strategic development and media firm, Beat Capital, approached Artwise to devise a distinctive art project for the preview of the new Fiat 500 car in the UK prior to its official launch in January 2008. Furthermore, to celebrate the 50th Anniversary of the Fiat 500 model and to position the Italian brand in the UK as innovative and iconic within art and design.

The Artwise Solution: Artwise responded with the concept of Fiat 500 Collectors Cars, where contemporary artists are commissioned by Artwise to create original artworks for a fleet of cars, creating a pop-up exhibition on the move. Internationally acclaimed British artist and Royal Academian Tracey Emin was the first artist invited to customize a fleet of four cars - each unique. Emin's drawings were applied to the cars' exterior by vinyl wrap and each vehicle signed by the artist in the interior.

The first Fiat 500 Collectors Cars took artists, collectors and VIP guests to openings, auctions, art fairs and parties during the principle week for international art in London for the Frieze and ZOO Art Fairs in October 2007. One of the four vehicles was auctioned through Phillips de Pury to coincide with their opening auction at their new London HQ. Part of the proceeds went to PEAS, Emin's chosen charity in Uganda for Promoting Equality in African Schools. The second car raised the phenomenal sum of £200,000 in charity auction ARK in June 2008, supporting both the ARK Charity and Emin's charity PEAS.

As a touring exhibition in its literal sense, the Tracey Emin Fiat 500 Collectors Cars created a strong impact of visibility amongst influential individuals of lifestyle, and was noted by The Independent, The Telegraph Online, Times Online, Motor Trend, the Auto Channel, Autocar Print, Auto Express News, KultureFlash, The Art Newspaper and many more.