PressClub Canada · Article.
MINI in the Mountains – artistic piste signage for the Burton European Open 2015. Geoff McFetridge presents a “freestyle signpost forest”.
Wed Jan 14 10:37:00 CET 2015 Press Release
MINI is presenting the Burton European Open snowboard competitions for the fifth year. Alongside the spectacular tricks on display in the slopestyle and halfpipe contests, the brand has established a new discipline over recent seasons: out-of-the-ordinary art installations at the icy heights.
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Munich/Laax. MINI is presenting the Burton European
Open snowboard competitions for the fifth year. Alongside the
spectacular tricks on display in the slopestyle and halfpipe contests,
the brand has established a new discipline over recent seasons:
out-of-the-ordinary art installations at the icy heights.
Whereas last year saw urban art illustrator Andreas Preis
present the MINI Paceman SNOW BEAST on Crap Sogn Gion in Laax, the 300
or so snowboarders gathered at the Swiss resort this year will be
treated to an unusual “Schilderwald”, or “signpost forest”. MINI and
the Canadian illustration and animation artist Geoff McFetridge have
reinvented familiar piste signage with illustrations inspired by the
view through a freerider’s eyes. The results are artistically creative
graphics the size of traffic signs, which deconstruct the familiar
view of a snowboarder’s white world and play with the viewer’s perception.
The Canadian’s sketches are known for their simplicity. They
often tread the line between the figurative and the abstract and
intuitively tell a story using powerfully communicative imagery.
MINI in the Mountains can be viewed during the Burton European
Open taking place in Laax, Switzerland from 29 January – 1 February
2015 on the slopes around the Crap Sogn Gion glacier. MINI is globally
involved in cooperative ventures and sponsorship in the field of
action sport. As a partner of trending sports, MINI supports young and
creative athletes and as such promotes the further development of the
sporting discipline. MINI has been the official Presenting Partner of
the Burton Global Event Series since 2011.
The Burton Global Event Series presented by MINI is held over
the course of the year in four countries on three different
continents. As well as the Burton European Open in Laax, the Series
also takes in the Burton US Open, the Burton High Fives in New
Zealand, the Burton Rail Days in Japan and various Burton Mountain Festivals.