Continental, a leading innovator in the tyre and technology industry, is set to transform discarded tyres into powerful symbols of human trust in a unique installation named the ‘Circle of Trust’ to be showcased at this year’s Dubai Design Week from November 7th to 12th.
As part of their commitment to sustainability and the exploration of new horizons, Continental has partnered with renowned artist Moey to create an artistic display that delves into the fundamental question: ‘Who do you trust?’ The initiative will breathe new life into discarded tyres, infusing them with profound significance.
Over 100 individuals, both public and media representatives, shared their thoughts on trust during exclusive interviews conducted by the artist Moey. Their responses were inscribed onto each tyre, adding a deeply personal dimension to the installation.
Through innovative upcycling, Continental demonstrate that utilised tyres can undergo a transformative process, transitioning from discarded waste into an inspiring canvas for both creativity and environmental means. By harnessing the untapped potential of used tyres, Continental pave the way to a cleaner, more dynamic world, and this objective is pursued one tyre at a time.
"We believe in giving discarded tyres a second chance, just as we believe in the power of trust," said Jose De La Fuente, Managing Director of Continental Middle East.
And he added: "The Circle of Trust symbolises our commitment to sustainability and trustworthiness in the tyre industry."
The artist behind this installation, Moey is a UAE-based conceptual artist who has lived for 15 years in Dubai. His dedication to his adopted home country and a desire to give back through his artistic talent define his creative journey. His work reflects the rich tradition of the UAE as a destination for people from around the world in pursuit of a brighter future. Moey's artistic approach combines a celebration of diversity, unity, and community involvement, echoing his belief in the importance of inclusivity and shared experiences.
Moey, the creative force of the project, expressed his enthusiasm for building the artistic display by saying: "In these discarded tyres, I find the potential for art to transcend its conventional boundaries. Each inscription is a testament to the trust we place in one another, a beautiful reminder of the deep connections that bind humans together. The Circle of Trust is about giving new life to the old and celebrating the stories of trust that unite us."
Visitors to Dubai Design Week will be able to engage with the installation, read the inscriptions, share their stories of trust, and add to the collective narrative. It's a unique opportunity for individuals to become part of a larger conversation about trust and its significance in their live - visitors are encouraged to add their own stories of trust to the tyres that form part of the display, contributing to both the ever-evolving collective narrative and the art piece itself.
The Circle of Trust encapsulates the different voices that make up the cultural diversity of Dubai. It's a celebration of unity in diversity, as participants from various backgrounds come together to share their unique perspectives on trust. The project transcends cultural, social, and demographic boundaries, emphasising that trust is a universal thread that connects us all. In doing so, Continental underscores its commitment to promoting diversity and inclusivity through meaningful, art-driven initiatives.
Continental's involvement in this project underscores their unwavering commitment to sustainability and their innovative approach to repurposing materials that might otherwise go to waste. By bringing abandoned tyres back to life and highlighting their connection to trust, Continental demonstrates how innovation and art can come together for a meaningful cause.
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Bridgestone, a global leader in tyres and sustainable mobility solutions, reiterated its steadfast commitment to empowering women in the world of motorsports through partnerships and event organisation across the Middle East and Africa (MEA) region. This significant step underscores the company’s bold vision to drive positive change by fostering diversity, equity, and inclusion (DE&I).
Under the umbrella of its corporate strategy, the ‘E8 Commitment,’ Bridgestone partnered with well-known motorsports events, such as Rally Jameel and Rallye Aïcha des Gazelles, as well as hosted the adrenaline-pumping ‘Desert Divas’ event, to foster gender equality in sports by providing women with equal opportunities across all disciplines. Through these initiatives, Bridgestone sought to celebrate the strength, unwavering determination, and the undeniable power of female excellence in sports. All of these events provided an ideal platform for the company to assert that gender biases have no place in the world of motorsports.
The wait is over. Today, on the occasion of the 2024 Milan Design Week, the prestigious Antera brand makes its comeback on the global scene with a new collection of light alloy wheels for the automotive industry. The collection will be inaugurated by the brand’s ambassador Roberto Baggio, the footballing legend who, thanks to his successful career and winning mindset, is the perfect embodiment of the Italian brand’s spirit of 'No Compromise'.
The choice of the famous Number 10 of the Italian national team, a radiant example of sporting excellence, perseverance, and generosity, contributes to reinforcing the slogan at the center of the Antera’s new campaign: “Where instinct meets genius, the myth becomes legend”. Indeed, Roberto Baggio, the winner of the 1993 Ballon d’Or and a playmaker with refined technique and unique style, has proven that the most important goals, as regards both sport and everyday life, are achieved through commitment and quality which does not take shortcuts, but rather prizes dedication, courage, and vision. These are the same ingredients of the ‘No Compromise’ philosophy which G.M.P. Group, a company specialized in the global design and production of alloy wheels, intends to employ to bring the historic Panther brand back to its former glory.
Marco Mancin, Head of G.M.P. Group, states: “Originally, the founder Marco Muzzarelli’s vision guided the Antera brand via the principle of ‘No Compromise’, creating a place where dreams and reality could come together and desire be turned into creation. This led to prestigious and invaluable products which reached across space and time to achieve the most authentic expression of excellence. Today, with the same winning mindset and an important five-year plan, we are writing a new page in Antera’s history that will bring the brand back to the Mt. Olympus of light alloy-wheel producers.”
Marco Finazzi, Chief Commercial Officer: “We have always been innovators and visionaries in our field, and we aim to restore luster to the Brand through the development of innovation, identification, and a process of concrete internationalization. One thing that will never change is our loyalty to the fundamental values which forged the brand’s world-renowned identity, and the determination to pursue our business vision whatever the challenges that emerge along the way. And we are sure other companies of the group will want to share a common path towards growth and development in their fields, always relying on the philosophy of ‘No Compromise’. With this frame of mind, we want to challenge the status quo in order to offer unconventional products that are able to anticipate the needs of an exclusive clientele.
Bridgestone EMEA, a global leader in tires and sustainable mobility solutions, showcased the promising future of fleets in the Middle East during its participation in the Truck and Fleet Conference. The event, which was held recently, brought together industry leaders, providing insights into sustainable practices, digital transformations, and the evolving landscape of urban mobility.
The Middle East, by leveraging its robust infrastructure, is set to leverage global focuses on sustainability and digitalisation. At the event, Bridgestone EMEA underlined the region’s potential and commitment to advancing the future of fleet management.
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