Volkswagen Middle East has introduced an innovative artistic project, developed in collaboration with renowned calligrapher Wael Marqos. The project beautifully combines the precision of automotive design with the elegance of Arabic calligraphy. This marks the first time an automotive brand has launched such a project, setting new benchmarks for how companies connect with Arabic-speaking audiences. Volkswagen celebrates cultural diversity and excellence by highlighting the rich heritage and beauty of the Arabic language in this striking display.
As a global leader in automotive innovation, Volkswagen continues to break new ground. This is evident with the launch of the new Golf GTI in the Middle East, reinforcing the brand’s legacy of performance and precision. Known for its dynamic design, powerful performance, and sporty driving experience, the new Golf GTI boasts an enhanced 2.0-liter TSI engine producing 265 horsepower, a more daring design with updated LED front lights, and an advanced digital cockpit for a superior driving experience. The Golf GTI plays a key role in this groundbreaking project, bringing Arabic calligraphy to life in a visually captivating way.
Volkswagen’s collaboration with Wael Marqos, a visionary in Arabic typography and design, aims to create a meaningful and lasting project that resonates with the cultural and artistic values of the Arab world. The Golf GTI “writes” in Arabic through this unique initiative, blending the art of typography with the precision of automotive design. Marqos, inspired by the Golf GTI’s design, selected a concept that reflects both the tradition and modernity of the Arabic language, aligning perfectly with Volkswagen’s brand ethos.
Wael Marqos, the famous typographer, shared his thoughts on the project: “Designing the font was a rewarding experience. Arabic script is complex, and it became even more challenging when applied to the car. The intricate details of the Golf GTI inspired me to integrate the beauty of Arabic calligraphy with the car’s energetic essence.”
Through an impressive display that showcases the harmony between design and automotive precision, professional driver Ben Menzies used the new Golf GTI to write the word “Volkswagen” in Arabic. This exceptional performance was captured in a stunning video, which documents the intricate process and the amazing results.
Ben Menzies commented, “Collaborating with Wael on this project was a fantastic experience. Executing the design for the text required precise driving and a deep understanding of both the calligraphy and the car’s capabilities. This unique challenge allowed us to explore new creative horizons and achieve something truly special.”
Abdullah Bakr, a member of the Volkswagen Club, highlighted the cultural significance of the project, stating, “It’s amazing to see Volkswagen celebrate the deeply rooted Arab culture in our region. The Golf GTI, with its esteemed position, embodies the spirit of innovation and excellence in Arabic calligraphy. This initiative honors our cultural roots and highlights how the beauty of the Arabic language and the capabilities of the Golf GTI come together to create a magnificent work of art.”
Commenting on the vision behind the initiative, Madeline Groschka, Marketing Director at Volkswagen Middle East, said, “This project represents a perfect blend of our commitment to innovation and our appreciation for the heritage and culture of the region. The idea of combining the craftsmanship of Arabic calligraphy with the dynamic performance of the Golf GTI came from our desire to create something that honors our brand’s history while resonating deeply with our audience in the region. Working with Wael Marqos was a delightful journey, and we are proud to showcase how Volkswagen continues to push the boundaries of creativity while celebrating the rich cultural fabric of the Arab world.”
Volkswagen’s artistic project not only celebrates the rich heritage of the Arabic language, but it also highlights the innovative spirit of the brand through the iconic Golf GTI. This fusion of art and engineering reflects Volkswagen’s commitment to cultural diversity and excellence in the automotive industry.
