(LAGUNA BEACH, CA) July 28, 2022: This summer Volvo Cars is bringing its mission of environmental sustainability to the legendary Festival of Arts Fine Art Show and Pageant of the Masters in Laguna Beach, California, open now through September 2, 2022.
For nearly a century, artists have showcased their work at the Festival of Arts, while the Pageant of the Masters meticulously re-created famous works of art as Living Pictures featuring real people.
This year Volvo Cars created a Living Picture based on its own masterpiece: the pure electric Volvo C40 Recharge compact luxury SUV. Instead of people, however, plants and flowers arranged in the shape of the car’s sleek profile represent the Swedish automaker’s commitment to a more sustainable planet.
Made with a variety of more than 20 kinds of live plants and flowers native to Southern California, including the colorful bouquet and calming scents of lavender and sage, the Volvo C40 Recharge art piece is intended to provide visitors a full sensory experience.
Attendees will have an opportunity to enter a drawing for a 2022 C40 Recharge, provided by Volvo Car USA to the Festival of Arts. Proceeds from the entries will support the Festival of Arts’ mission to provide art education programming and art scholarships to local high school students.
The winner will be announced August 27 during the Pageant of the Masters Celebrity Benefit, hosted by Priscilla Presley.
“We are grateful for Volvo Car’s partnership and continuing support of the arts,” said Festival of Arts President David Perry. "Volvo’s commitment to a more sustainable future is admirable. The living plant art display is not only clever, but also a wonderful reminder that native flowers and plants are a more green-friendly choice.”
“As Volvo Cars continues on its path to a more sustainable future, the C40 Recharge Living Picture brings our sustainability goals to life through art,” said Aleck Brownstein, Sales and Marketing Director, Volvo Cars Western Region.
As the first Volvo car in the company’s history designed from the outset to be purely electric and to feature a leather-free interior, the C40 Recharge is the latest manifestation of the brand’s commitment to a zero-emission future. The automaker aims for half of its global sales to be all-electric by 2025 and is committed to becoming a fully electric car company by 2030 on its journey to becoming a fully climate-neutral company by 2040.
For more information on how Volvo Cars is supporting the Festival of Arts and the Pageant of the Masters, please visit http://www.volvocars.com/us/l/Pageant-of-the-Masters/.
About Volvo Car USA
Volvo Car USA LLC, (www.volvocars.com/us) is a subsidiary of Volvo Car Group of Gothenburg, Sweden. VCUSA provides marketing, sales, parts, service, technology and training support to Volvo automobile retailers in the United States. For more information please refer to the VCUSA media website at: http://www.media.volvocars.com/us.
About the Festival of Arts of Laguna Beach
The Festival of Arts, a non-profit 501(c)(3), has long been a local leader that has helped with the growth and development of the community and the arts in Laguna Beach. Established in 1932, the Festival of Arts’ mission is to promote, produce and sponsor events and activities that encourage the appreciation, study and performance of the arts. Each summer, the Festival of Arts produces two world-class events: The Festival of Arts Fine Art Show and the Pageant of the Masters. Together both shows attract more than 225,000 visitors into Laguna Beach annually. For more information, please refer to: www.FestivalofArts.org.
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