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07-26-2017, 07:46 AM #1
Disturbing London launches Smart car collaboration
Disturbing London – the music management and 360 degree entertainment company founded by Dumi Oburota and Tinie Tempah – has taken its brand partnerships business to a whole new level by designing two new Smart car models.
It’s the latest move in establishing Disturbing London as a lifestyle brand as well as a music company, which has already seen it launch a fashion line and an Ibiza residency, as well as collaborating with the likes of Lynx, Nike and Selfridges. DL has worked with Smart since Tempah was recording his debut album – now, the luxury Brabus Fortwo models will be launched tonight in London and will feature at events and exhibitions across the UK. A Disturbing London edition will be available commercially, with prices starting at £15,895 on-the-road.
“When I was thinking of the concept of the design I worked out how millennials perceive and consume luxury and realised that a new luxe had evolved,” said Oburota (pictured). “I took inspiration from some of the oldest luxury brands and artisan way of working, with the focus on exceptional craftsmanship and painstaking attention to detail. I wanted to bring this to an audience galvanised by exclusivity, limited runs and nomadic lifestyle. This is how the new luxe is perceived, it is muted, it is exclusive, it is complex but simple – it is ‘simplexity’”.
“The two Smarts that are the culmination of our collaboration with Disturbing London look incredible,” said Krishan Bodhani, head of Smart UK. “I am delighted we have been able to build on the already successful partnership we have with Disturbing London: it’s a testament to the authenticity and credibility of our relationship that we are able to offer a limited production run of Smart Disturbing London special edition models that we know will appeal to our Smart audience.”
Sandy Cheema, Disturbing London’s senior product manager, added: “As the creative director of this collaboration, we have been able to work alongside Smart to create a car that embodies everything that Disturbing London stands for. Everything from the matt finish through to the small Disturbing London logo accents have been tirelessly explored to ensure the final product is something that we are will resonate with our audience. I can’t wait to see these on the roads.”
You can read Music Week's Big Interview with Oburota and Disturbing London GM Damaris Rex-Taylor
Disturbing London launches Smart car collaboration | Brands | Music Week