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Automobile firm Smart will introduce its innovative anthology, `sideways. a smart art project` in New York on March 19, 2008. The book shows the philosophy of the brand in questioning the generally accepted ideas. This collection presents work by 100 international artists and some creative minds, and searches to be evaluating the way we think about the mobility and environment here and now.
The artists show work from these fields: photography, illustration, painting, graphic design, sculpture, architecture, styling, make-up over and hairstyling 248 pages, providing the aesthetic cross-department of modern-day pop culture plus making creative statements showing how we can promote greener ways of transportation. The international Trend Magazines acted as the curator for the project, so the book itself was made by the Gestalten Verlag, Berlin publishing house, being in conjunction with Smart.
Anders Sundt Jensen, the Head of Marketing and Sales for Smart, explained the motivation hidden behind the project: `sideways looks at the issue of ecology in a new creative context, and it should therefore generate some interesting new takes on the topic. And this is a key motivation behind the approach of smart itself`.
Sideways will be showed officially at its United States launch in New York on March 19 and will be available subsequently in bookshops and right through the dvd Verlag costing €29.90 a copy.
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