The House of Rolls-Royce, an exclusive content platform developed by the iconic British car marquee, has announced a new collaboration with London's Serpentine Galleries.
The Rolls-Royce Art Programme furthers the brand's relationship with internationally renowned art institutions by supporting the Serpentine galleries, which are among London's most popular art venues showing modern and contemporary art.
The programme will be developed during 2019, but the first initiative has already taken place at the 2018 Serpentine Summer Party, where a collection of Rolls-Royce Phantoms and Ghosts models made an appearance.
Torsten Müller-Ötvös, Chief Executive Officer at Rolls-Royce, said: "The Rolls-Royce Art Programme has played an important role in bringing new artworks to fruition; one of its core values is to foster creativity.
The Rolls-Royce Art Programme was founded in response to patrons' recognition that Rolls-Royce motor cars transcend a cultural barrier where they are not only commissioned as a means of conveyance, but for their aesthetic power.
The programme is being designed to contribute creatively to the fabric of the contemporary art world through a series of commissions by established and emerging artists and by supporting internationally significant art institutions.
The Serpentine is recognised as one of the leading art institutions in the world. In 2015, Rolls-Royce collaborated with the Galleries to present an exhibition by American artist Ian Cheng.