We can’t help wonder if Lotus isn’t complicating things. It’s an iconic brand, okay. It’s going through a change, fine. We can cope with that - we like Lotus. But the new “The Lotus Metamorphosis” campaign leaves us out on a limb, really. It’s one thing to use art for art’s sake, it’s quite another to use modern, conceptual art to explain a brand image.

Lotus CEO Danny Bahar is doing an enthusiastic job, if nothing else, but sometimes a brand is not about the funky campaign you can create. It’s a slippery thing, with each afficionado having his or her own reaction. While Lotus is trying to be creative, we think they should stick to the creativity purely for the hell of it. Because these images don’t go that far in trying to indicate Lotus’ future direction and really, they shouldn’t need to.

Bahar says:

“Lotus is currently going through a complete metamorphosis and at times it can be a real challenge to communicate the transition of a brand, especially one as iconic as Lotus. The passion people have for our brand can be both a blessing and a curse, everyone has a strong opinion – for this reason, we are always looking for creative ways to reach out to the world.

When the idea was presented to me, I couldn’t resist. Gérard is an exceptional artist, I have followed his work closely over the years and I felt instinctively that he would be the perfect person to demonstrate our vision and encapsulate the spirit of our brand with his images. People are in for a real treat when they see all seven.”

Fine but what does this all mean? Artist Gérard Rancinan tries to explain further by saying:

“I can see a clear artistic link between the work of Lotus and my photographs in terms of commitment, the relevance of the subject matter, the audacity of the creator, the beauty of the gesture and the perfection of the object. We are engaged in a dialogue which takes place on the same terrain: the world of art.”

In the end, we like Lotus design director, Donato Coco’s take best:

“From a design perspective Lotus is in full metamorphosis and it’s a natural progression for any forward thinking brand, in my view we are retaining the core DNA through everything we’re doing – the way I see it, Lotus is more Lotus now than ever before. We obsessively seek innovation, we are unique and we are bold, that is what Lotus is about. With the Metamorphosis collaboration we are simply spreading our wings.”

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