The iconic Fiat 500 becomes a digital masterpiece thanks to artist Ron Arad

  • The “Reverse Again” auction, featuring the Fiat 500 portrayed by artist Ron Arad, is live on global art platform Shifting Vision.
  • Interactively connected with the permanent collection of Casa 500 in Turin, the “Reverse Again” collection highlights the special relationship between Fiat and the famous British-Israeli artist and designer.
  • A documentary about Ron Arad is available on the brand's social channels.

The “Reverse Again” auction marks celebrated artist Ron Arad’s first venture in the NFT (Non Fungible Token) world has recently opened on the curated art platform Shifting Vision. The protagonist of the digital artworks and inspirational muse of the artist was, of course, the iconic Fiat 500. The most precious jewel of the Italian brand is now back on the international stage. Since 1957, it has continued to fascinate artists and celebrities around the world, as well as being a source of inspiration for an increasingly sustainable and environmentally friendly mobility.

Arad is one of the most influential and enigmatic architects and designers of our time, famous for making an important contribution to the world of art, design, and architecture over the past 30 years. His work has been exhibited in many leading art institutions across the globe, including the Metropolitan Museum of Art, the MoMa, the Centre Pompidou, and the Royal Academy of Art, which elected him a Royal Academician in 2013.

The “Reverse Again” artworks are available to collectors in the form of NFT technology, i.e., provided with certificates attesting to the authenticity, uniqueness, and ownership of a digital object. Each art piece derives from the close collaboration between Ron Arad and FIAT, which supported the designer in his study of three-dimensionality also through the virtual models used for crash test simulations. Thanks to this approach, the artist was able to continue his exploration of the relationship between handmade and digital processes, as initiated in his 2014 exhibition “In Reverse”.

The “Reverse Again” collection dialogue with the great history of the FIAT icon through the permanent collection of Casa 500, the Turin temple dedicated precisely to this car, in celebration of the artist's great passion for the historic “Cinquino”. Establishing a continuity between past and present, physical and digital design, the project thus celebrates the integration of art and technology - a common thread linking the Fiat bran, Ron Arad's artistic practice and the NFT ecosystem, the new frontier of art.

The “Reverse Again” auction is live on Shifting Vision, a curated fine art platform which aims to bridge the gap between the contemporary art and NFT worlds. Shifting Vision collaborated on the creation of these new artworks.

Shifting Vision also produced “Ron Arad: Reverse Again”, a documentary directed by Giulia Magno, available on the Fiat brand's social channels. In the film, the artist retraces his longstanding fascination with the Fiat 500: from his childhood memories to the idea of transforming Fiat 500s into “paintings” (or “Pressed Flowers” as he affectionately titled them), to the creation of digital artworks such as “Slow Outburst” and "Drop Me a Line”.