Vuse and McLaren Racing mark world first
BAT’s global vapour brand Vuse has teamed up with McLaren Racing and an up-and-coming, UAE-based female artist to produce a one-off livery ahead of this weekend’s Abu Dhabi Grand Prix.
07 December 2021
The design, by artist Rabab Tantawy, marks the first time a piece of original art has appeared on a livery in a Grand Prix.
Working with automotive media designer, Davide Virdis, Rabab’s work forms part of Vuse’s recently-announced Driven by Change initiative, which sees grassroots creative talent given opportunities in motorsport to showcase their work.
John Beasley, Group Head of Brand Building at BAT, said: “We want to really focus on providing support and opportunities for talent as we further champion the diversity of people and skills in the creative world. Rabab has been an incredible talent to work with for the launch of the programme, with her passion for diversity and togetherness, and artistic skill set to transform the track in Abu Dhabi. We look forward to working with Rabab further as she helps us continue to influence change not only in motorsport, but in the creative industries as a whole.”
Rabab, pictured above, says her livery artwork, which stays true to McLaren Racing’s iconic papaya and blue colourway, represents togetherness and ‘the world as one’ – two themes she is passionate about both on and off the canvas.
She said: “Coming from a family of racing fans, seeing one of my original artworks racing on track is one of the most incredible things to happen in my career – and an even more amazing feat being the first female, Middle Eastern artist to do so.”
Vuse was named in September as the number one global vape brand by value share1, having already become the world’s first global carbon neutral vape brand2.
Vuse has previously worked with creatives in motorsport, including St. Petersburg artist, Ya La’ford, who painted an IndyCar for the Vuse Design Challenge at the Firestone Grand Prix earlier this year.
Vuse also engaged streetwear brand Undefeated, who designed the bespoke livery for the No.7 Vuse Arrow McLaren SP Chevrolet for the 2021 Indianapolis 500.
The 2021 Abu Dhabi Grand Prix takes place this Sunday, 12 December.
1 Based on Vype/Vuse estimated value share from Recommended Retail Price (RRP) in measured retail for vapour (i.e. total vapour category value in retail sales) in the USA, Canada, France, UK, Germany. These five markets cover an estimated 77% of global vapour closed system net turnover (NTO), calculated in June - July 2021.
2 Based on ePod, ePen, eTank mini, Alto devices and consumables internal sales forecast (calculated March 2021) for 12 months starting from April 2021