McLaren: Roaring Into the Future
The collaboration between British luxury automotive manufacturer McLaren, Malaysian artist Jaee Tee, and Japanese artist Mitsuhiro Higuchi, centered around the McLaren Artura, has left an indelible mark in the world of art and technology. Celebrating the qualities of power, elegance, and determination, this project mirrored the spirit of the majestic tiger, resonating deeply with the McLaren ethos.This was especially poignant as we celebrated McLaren's first F1 Championship victory in 1974, coinciding with the Year of the Tiger.
A highlight of this collaboration was the incorporation of Augmented Reality (AR) features, blending art with cutting-edge technology. This innovative approach beautifully captured the essence of 'Artura,' a name derived from 'Art' and 'Future.' Attendees were enthralled by the immersive AR experience, which brought a futuristic dimension to the artworks.