Continental, a pioneer in the tyre and technology sector, unveile a groundbreaking installation during November’s Dubai Design Week.
Named the ‘Circle of Trust’, this unique exhibit aimed to transform discarded tyres into powerful symbols of human trust.
In a move blending art with sustainability, Continental has collaborated with the acclaimed artist Moey to create a thought-provoking display. This artistic venture probes the core question: ‘Who do you trust?’ and does so through an innovative medium.
According to Conti, the installation breathed new life into discarded tyres, each inscribed with thoughts on trust gathered from over 100 individuals, including public figures and media representatives. These interviews, conducted by Moey, infuse the tyres with a deeply personal touch, turning them into canvases of human emotions and beliefs.
Jose De La Fuente, Managing Director of Continental Middle East, emphasizes the company’s commitment to sustainability. “We believe in giving discarded tyres a second chance, just as we believe in the power of trust,” he stated, adding, “The Circle of Trust symbolizes our dedication to trustworthiness and environmental responsibility in the tyre industry.”
The artist Moey, a UAE-based conceptual artist who has called Dubai home for 15 years, brings his unique vision to this project. His art reflects the UAE’s rich tradition as a melting pot of cultures and his commitment to his adopted country. Moey’s work celebrates diversity, unity, and community involvement, resonating with themes of inclusivity and shared human experiences.
Continental’s ‘Circle of Trust’ stands as a testament to the transformative potential of upcycling. It showcases how utilised tyres can evolve from waste into a source of inspiration, creatively highlighting environmental consciousness. This initiative paves the way for a cleaner, more dynamic world, one tyre at a time, aligning perfectly with Continental’s vision of a sustainable future.
