Last week marked the launch of PLAYBOY MARFA, a cultural initiative in partnership with contemporary artist Richard Phillips. The partnership signals the second project from Creative Director of Special Projects, Neville Wakefield, who is working with Playboy to reimagine the iconic brand. Phase one of Playboy‘s program is an art installation that features a blacked-out version of the classic 1972 Dodge Charger, set upon a tilted cement plinth located on the east bound approach to Marfa on Highway 90. PLAYBOY MARFA is made complete with an oversized version of the iconic “Playboy Bunny,” outlined in white neon lights. In phase two of the program, Richard Phillips will spend the next several months reimagining the classic car through his artistic lens. His interpretation of the Dodge Charger will be revealed at the end of 2013.
Phillips, who selected the vehicle with Neville Wakefield, commented that the car was “chosen for the benchmark it set as a personal luxury vehicle on America’s literal and cultural landscape from which it emerged, and from which it has grown exponentially since.” Neville Wakefield commented on Playboy’s decision to arrive in Marfa: “As both an all-American roadside town and an art world mecca, Marfa occupies a particular place in the popular imagination. Marfa provides the perfect backdrop to launch an artist car collaboration with one of America’s most iconic brands.” “As we reinvigorate Playboy through art and culture, Marfa was deemed the ideal location to reiterate to the world our commitment to art and design as it relates to the lifestyle Playboy represents today,” added Landis Smithers, Creative Director at Playboy. “This initiative with Richard Phillips is an indication of our commitment to creating moments that appeal to a younger, culturally engaged generation of men and women.”