Project Fox is an initiative to launch the new Fox car from VW. Instead of a mega-budget TV campaign, the car manufacturer has created what it terms a “talent sponsorship scheme for young artists, designers, chefs and hotel management staff.” VW have given them an entire hotel.
Hotel Fox opened in Copenhagen in April of this year. VW and the management of Brochner Hotels invited 21 young artists to totally revamp a former 3 star hotel. Completed in a record 4 months, the hotel has 61 rooms, each with its own unique look. While the artists were busy, a competition recruited the hotel’s chefs and management staff.
The project is truly international with artists from London, Denmark, Berlin, South America, Australia, Paris, Russia, New York .. the list goes on. In addition to the hotel,there is Club Fox – a live cooking theatre (!), and Studio Fox, where eight VW Foxes are being used to create ‘mobile works of art’.
VW has further ambitions. The company’s first university, the AutoUni, is being built in its hometown of Wolfsburg and is set to open in spring 2006.
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