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General Motors’ premium lifestyle brand, The Durant Guild, recently made its Shanghai debut with two high-profile art collaborations. These projects, with acclaimed artists Lu Xinjian and KAWS, reflect The Durant Guild’s stated goal to blend automotive excellence with art, elevating its brand presence through creative partnerships that resonate with a culturally sophisticated audience.
Lu Xinjian’s Commission for The Durant Guild’s Shanghai Boutique
The Durant Guild’s first collaboration took place in partnership with Shanghai-based contemporary artist, Lu Xinjian. Known for his geometric, abstract representations of urban landscapes, Lu has brought his “City DNA” series to the brand’s newly opened boutique in the city. The boutique, located in Shanghai’s bustling Weihai Lu area, now features a striking large-scale carpet installation spanning 4.8 by 8 meters, making it Lu’s largest carpet piece to date.
Lu Xinjian’s work is characterized by vibrant, maze-like compositions derived from satellite images and street maps of cities around the world. For The Durant Guild, he created a visually captivating carpet that not only serves as functional art but also symbolically represents the intersection between design, urbanity, and mobility—key themes for the automotive brand. His installation invites visitors to interact with art physically, blurring the line between traditional gallery exhibitions and everyday life.
Detail of Lu Xinjian’s commissioned art carpet. Image: PR
In an interview, Lu expressed his excitement about the collaboration, highlighting the significance of the project: “This is the biggest art carpet project I have done so far. The scale is massive, and I am grateful to incorporate The Durant Guild’s identity colors into my work.” He also emphasized how art can transcend conventional boundaries by becoming part of everyday experiences, such as the boutique’s interactive space.
The boutique itself functions almost like a mini-museum, offering visitors a unique opportunity to experience art and design in a relaxed, open environment. With the addition of Lu’s signature works on the walls, the boutique offers a comprehensive visual experience for luxury automobile enthusiasts and art lovers alike. This collaboration aligns with The Durant Guild’s vision of creating a brand that is as much about cultural enrichment as it is about automotive innovation.
KAWS Comes to Shanghai
The Durant Guild was also the exclusive automotive partner for KAWS Shanghai, an ongoing global public art project by renowned contemporary artist KAWS (Brian Donnelly). Held from August 28 to September 1, 2024, this iteration of KAWS showcased a large-scale sculpture of the iconic “Companion” figure, this time holding a moon, situated against the stunning backdrop of Shanghai’s skyline.
Since its inception in 2018, KAWS has captivated audiences across major cities around the world. In Shanghai, the massive installation, located on the Bund’s northern area, attracted art lovers, collectors, streetwear enthusiasts, and fans of pop culture. The partnership with The Durant Guild underscores the brand’s dedication to supporting contemporary art and fostering creativity.
Yuwei Liu, Head of Events and Partnerships at The Durant Guild, spoke about the brand’s motivation behind supporting the KAWS project: “KAWS is a special artist, known for his unique blend of fine art and commercial appeal, which bridges the gap between high art and consumer products. We wanted to demonstrate our commitment to contemporary art on a large and highly visible scale, and KAWS offered the perfect opportunity.”
The KAWS installation in Shanghai further tied into the local culture, with the artist incorporating themes from the Moon Festival, a celebration central to Chinese tradition. As Liu explained, the connection between the festival and the installation’s peaceful and reflective mood made the project especially meaningful to The Durant Guild. It also offered the public free access to a globally celebrated piece of contemporary art.
KAWS in Shanghai. Image: PR
Building on a Legacy of Art and Culture
These two collaborations are not The Durant Guild’s first foray into the art world. The brand has a history of engaging in creative projects, from sponsoring art exhibitions to partnering with artists on commissioned installations. This consistent involvement with the arts reflects The Durant Guild’s belief that creativity and innovation are integral not only to automotive design but also to its broader lifestyle brand ethos.
Liu further elaborated on the brand’s art strategy: “We aim to collaborate with artists who are approachable, fun, and engaging, creating conversations that resonate with our audience. This is not a new mindset for us; it’s a continuation of The Durant Guild’s involvement in the global art scene.”
With these latest initiatives, The Durant Guild strengthens its position as a brand that not only offers luxury automotive experiences but also supports the arts in ways that reflect contemporary consumer interests. The integration of art into its brand identity highlights a broader trend in the luxury market—where lifestyle, creativity, and cultural engagement are becoming as important as the products themselves.
