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Foxtons, the London realtor, has rebranded its trademark fleet of MINI Coopers to make them more transparent… like its fee schedule.
Foxtons recently decided to drop their appeal against the High Court’s landmark ruling that deemed some of the estate agency’s fees were unfair. If the court didn't think the company's intentions were transparent enough, then fine... they'd turn turn to artist Nick Veasey to overhaul the fleet’s brand image in favor of greater transparency.
The artist cleverly used a radiography machine to take photos of the interior of the car, then applied them to vinyl panels and smoothed them over the exterior of the car. The effect is that you are looking through the exterior of the car directly to the interior, as if you have X-ray vision.
“Every artist wants to connect with the public and by bringing my art to the streets of London, I can reach out to people rather than trying to get them into a gallery.” Veasey says. “I do hope it makes people stop and think for a second about how things are made and what goes on under the surface. Beauty, after all, is more than skin deep.
This is not the first time the British company has reworked their fleet of MINI Coopers. In 1959 they did a new millennium look, and recently they turned them into a fleet of space rockets with NASA-style numbers along their silver sides and roofs. You’d think the High Court would at least cut the company some slack for creativity...
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