smart Challenges Fans to Curate Artist Mash-Up for BoConcept edition Launch

Two winning artists to collaborate on creative masterpiece

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Nov 19, 2013, 10:41 ET

MONTVALE, N.J., Nov. 19, 2013 /PRNewswire/ -- smart, the car that cleverly solves the driving challenges of urban living, today announced a contest to celebrate its collaboration with BoConcept, the Danish furniture designer dedicated to optimizing limited living space.

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Coinciding with the launch of smart's limited-production fortwo BoConcept edition, the social campaign—called "collaboration fortwo"—starts online and ends with a real-world piece of artwork. With unexpected pairings and individual expression in the DNA of both brands, the campaign is meant to inspire creators from varied backgrounds to work together to dream up something original and awesome.

Beginning Nov. 15, smart's Facebook fans will be invited to vote and curate this latest collaboration. Fans will have two weeks to narrow the selection from four semi-finalist artists to two they'd like to see come together to create a one-of-a-kind work of art. The contestants include surrealist photographer Henry Hargreaves, known for his avant garde, thought-provoking subjects; leatherworker and fast-emerging Lower East Side phenom Lyndsey Butler of VEDA; metal-kawaii pop multimedia master Buff Monster (of Exit through the Gift Shop fame); and Adam Wallacavage, darling of the contemporary art scene for his imaginative takes on everyday artifacts.

Updates will be available via smart's Twitter and Instagram feed with the hashtag #collabfortwo. The brand will announce the winning artists on Dec. 5. One week later, the duo will combine creative forces in a Brooklyn warehouse to compose something completely new. The inspired work will be guided by the core themes shared by smart and BoConcept: design within small spaces, intricate details and bright, poppy colors. As a token of appreciation for their participation, smart fans who picked the winning pair will receive a limited-edition print of the finished product.

Bernie Glaser, vice president of marketing for Mercedes-Benz USA, which manages smart operations in the U.S., explained the motivation behind the contest:

"When two different creative forces team up, they inspire one another, which is why we teamed up with BoConcept," he said. "With its bright color scheme and attention to detail, the final product—BoConcept edition—is a perfect expression of our brand philosophy and offers smart buyers a truly unique design in motion. With the 'collaboration fortwo' campaign, we're inviting fans of smart to join us on a new creative journey as we once again pair two different artistic forces together to make something special, just for them."

Starting at $17,720, the smart fortwo BoConcept edition features tobacco brown seats with gray fabric inserts, offset by lemon yellow contrast stitching that carries onto the interior doors and dash. A brilliant anthracite gray tridion safety cell complements matte crystal white body panels on the exterior.

In an exciting twist, BoConcept has unveiled its own line of smart-themed home furnishings, called the smartville collection, that employs the same color palate featured in the car. At the heart of the collection is a modular sofa whose standard length exactly matches that of the smart fortwo—a fitting symbol of the brands' partnership. With its smartly-designed, high-quality furniture for those who love all things hip and modern, BoConcept is a natural partner for the automaker. Together, they've created a car inspired by the furniture—the fortwo BoConcept edition, available on a limited basis at smart dealerships nationwide—and furniture inspired by the car, the BoConcept smartville collection, on sale at BoConcept stores and online.

The "collaboration fortwo" campaign was created for smart by MBUSA's digital marketing agency, Razorfish (New York).

About smart

smart, a part of the Mercedes-Benz USA portfolio, has its U.S. headquarters in Montvale, New Jersey. The smart model-line consists of five fortwo models: the pure coupe, passion coupe, passion cabriolet and all electric drive versions of the coupe and cabriolet. All smart models sold in the U.S. are covered by a four-year, 50,000-mile new vehicle limited warranty.

Classified as ultra-low emissions vehicles by the State of California Air Resources Board, smart models are just under nine feet long, 5 feet tall and 5 feet wide. Despite their microcar exterior dimensions, smart vehicles are surprisingly roomy inside and have a full array of technological and safety features including the patented tridion safety cell which is designed to protect occupants in the event of a collision. All smart vehicles, designed to be 85% recyclable and over 95% reclaimable, are produced in the environmentally oriented "smartville" factory in Hambach, France. Additional information on smart can be found at www.smartusa.com.

SOURCE smart