Volkswagen Middle East is unveiling a film for its new Arabic Art Project, in collaboration with font designer Wael Morcos. This first-of-its-kind initiative blends automotive driving precision with Arabic typography. Through this specially orchestrated stunt, Volkswagen celebrates Arabic heritage while reinforcing its commitment to cultural diversity and excellence.
This partnership with Wael Morcos, a visionary in the field of typography and automotive precision, Volkswagen aims to create a cultural and aesthetic impact on the masses. In this unique initiative, the iconic Golf GTI, piloted by skilled precision driver Ben Menzies, is used to etch the Arabic characters of ‘Volkswagen’ on the sands of Arabia. Morcos, inspired by the iconic Golf GTI, selected a font that captures both the heritage and modernity of the Arabic language and is said to align with Volkswagen’s brand values.
The tool of choice was the newly refreshed Volkswagen Golf GTI, which features refreshed LED headlights, a new illuminated VW emblem, an advanced digital cockpit with a 12.9-inch screen, stylish new 19-inch wheels, and an upgraded 2.0-litre TSI engine delivering maximum outputs of 261 hp and 370 Nm. As part of the Arabic Art Project, the Golf GTI plays a key role, bringing the Arabic font to life through a stunning visual performance.
Wael Morcos, the ingenious designer behind the font said:
“Designing the font was an exciting journey,” . He added, “Considering the complexity of writing in Arabic, it was even more challenging using a car. The intricate details of the Golf GTI inspired me to merge the beauty of Arabic typography with the dynamic essence of the vehicle.”
Ben Menzies, the Precision Driver mentioned:
“Bringing the text design to life with car tracks required precision driving and a deep understanding of both the font and the vehicle’s capabilities. This unique challenge allowed us to explore new creative boundaries and achieve something truly special.”
Madlen Gruschka, Marketing Manager at Volkswagen Middle East, explained the vision behind this initiative, by saying:
“This project represents a perfect fusion of our commitment to innovation and our respect for cultural heritage. The idea of combining the artistry of Arabic typogrphy with the dynamic performance of the emerged from our desire to create something that celebrates our brand’s history and resonates deeply with our audience in the region. Working with Wael Morcos has been a thrilling journey, and we are proud to showcase how Volkswagen continues to push creative boundaries while honoring the rich cultural tapestry of the Arabic-speaking world.”
