Ranging from the simple, still image of the Red Cross logo to Pixar’s white lamp hopping across the screen, creative imagery is utilized to build brands and establish business identities everywhere. In a world where prolific visuals are the norm, Nissan Europe recently took the idea to the next level by commissioning a group of artists to create a real-sized 3D replica of their Qashqai Black Edition—bringing an entirely new meaning to their tagline, “Innovation that excites.”
Under the guidance of Grace Du Prez, a team of 11 artists and designers utilized the nifty 3Doodler pen to bring this massive creation to life. Though no stranger to the possibilities of 3Doodler, Du Prez was astounded by the project, stating, “This is by far and away the most ambitious commission to date.” The project simply cannot be overstated, as the completed 3D penned Qashqai required 800 man hours spread over 17 days, utilizing over 8.5 miles of PLA and ABS plastic strands—not to mention the months of planning beforehand.
Du Prez proudly views the replica as a demonstration of how advanced 3D printing has become, as well as a vehicle to highlight the artistry of Nissan’s car design, engineering, and brand. “[W]e always encourage initiatives where design can be expressed through new and innovative technologies,” Vice President of Nissan Design Europe, Koji Nagano, commented.
With only 3,360 units available at the outset, the Qashqai’s high-scale 3D commission successfully promotes its identity as an exclusive, luxury good. After all, no other car in the world can boast having “pushed the boundaries of 3D pen technology,” as stated by Nagano. In addition to furthering their aura of refinement, the artistic team has showcased the value of 3D printing’s value as an art form and business tool; the 3D printing industry is projected to be valued at $17 billion by the year 2020.
As such, Du Prez is more than rightful in her exclamation, “I feel like now that we have done this, anything is possible!”
Photo courtesy of Lewis Durkin (Dynamo PR)