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INSIGHT
People are too afraid to really use their fancy car.
CULTURAL TRUTH
Gopnik is a Slavic subculture known for unapologetically living life to the fullest. It’s exactly how we should use our cars.
IDEA
Škoda is built to be lived in — embrace your culture, own it proudly.
We hijack the Glastonbury car park with four Škodas transformed into fully-functional DJ booths, turning parked cars into a spontaneous pop-up rave.
The world’s first Škoda Car Motel: a pop-up in city car parks inviting young people who lack space of their own to experience just how sturdy and spacious a Škoda really is.
Outside Frieze London, we exhibit modified Škodas as contemporary sculptures positioning car culture as art and street pride as gallery-worthy.
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