Scirocco Studios

I nabbed this fold out from one of the sunday papers a while ago and i can't stop looking at it. It's a curious and yet beautifully executed concept. Essentially VW have launched the Scirocco and they asked Traffic to create a moving exhibition of work related to the car.

The site is not bad, but the concept is really what appeals to me. VW have now aligned themselves with cutting edge art, film, lighting, design and craft. A car which has no real appeal is now placed at the centre of these cultural trappings. How could Guardian readers resist. The car doesn't get the hard sell. It's clearly there and the VW brand is ever present, but it's not intrusive. A perfectly pitched strategy.