The interest in culture shown by consumers of luxury goods and services is undeniable. Under this premise, Iparbus \u2013the road passenger transport company that has a fleet of high-end vehicles with a capacity of between 1 and 47 passengers\u2013 presented, in 2019, a campaign entitled \u2018Arte en movimiento\u2019 (‘Art in Motion’) which promoted both culture and luxury together, giving visibility to Basque art through the company’s buses. Taking advantage of the launch of its new 47-seater vehicle, the most luxurious transport option presented so far by Iparbus, the company decorated the bus on the outside with a vinyl wrap that reproduced the work of I\u00f1igo Manterola, one of the most renowned Basque creators of the moment. While the outside attracted attention with the vibrant yellow color of Manterola’s brush strokes, the interior of the vehicle surprised passengers with its unique features: 80 cm of space between seats, a full minibar, televisions, Wi-Fi, USB ports, leather seats, a bathroom, game tables, and Nespresso coffee machines.<\/p>\n
The \u2018Art in Motion\u2019 campaign was a resounding success: it was photographed throughout Europe, and \u201cdisplayed\u201d Manterola’s work. The results were so satisfactory that Iparbus has just repeated the strategy, replacing the yellow strokes with the reproduction of another piece by the same artist: on this occasion one of his most recognizable sculptures was selected, made in weathering steel – the artist’s favorite material. Thus, passengers get on the bus “through the sculpture,” promoting reflection on concepts such as “transit\u201d and \u201cmovement\u201d \u2013 concepts so closely tied to Manterola’s work.<\/p>\n
The fact that companies as important as Iparbus help to showcase local culture is something that can’t be thanked enough, helping to bring a bit of local flair to an international audience. While the high standards of the company \u2013which offers services such as custom onboard catering, personalization of the minibar, restaurant and winery reservations, and accompaniment by a multilingual guide\u2013 already attracted the attention of the most demanding of users, its impulse from the art world will only build even more loyalty amongst this clientele.<\/p>\n
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