September 15, 2018

Grand Basel 2018: Are cars Art?

Petrol heads have long made the case that certain classic car can and should be viewed as pieces of art.

Grand Basel certainly thinks so too. The same company (MCH Group) behind Art Basel, and Basel world has now gotten into the business of car shows. with Grand Basel.

Rather than just being another car show (which the world probably does not need), Grand Basel views the car in a different way. By displaying cars in a new way, like pieces of art, it wants to be a gathering for collectors and the public who want to explore the relationship of cars, culture, architecture and design.

That is why Grand Basel makes it very clear: It wants to show only masterpieces, meaningful cars that have influenced car history. In that respect, it certainly delivered. The cars displayed were true masterpieces.

I have never seen cars presented in such a beautiful and pure way.

You can tell that the same group that are experts in displaying the largest art fair in the world – are behind Grand Basel. The lighting and the large steel frames (boxes) where cars were presented on, were perfect (see pictures below). It was literally like these cars were pieces of art. An object to admire and study every angle.

You almost forgot that these are moving objects where the sensory experiences of touching and sound are just as important as the visual.

I got asked by many people what I made of this new format and car show?

On one hand – I loved it.

Seeing the most beautiful cars in the world in such a setting was a unique experience. As you can see from the pictures below, optically it was perfect, and I give Grand Basel 10/10 for the setting. Finally, cars are getting the respect they deserve and being presented in an according manner. Most of the cars are true masterpieces – they are almost sculptures. I have never seen cars presented like that before.

Up until now too many car shows (including the biggest Retromobile and Essen) have car stands that look awful, are impossible to get an overview of anything: The result was that you really don’t feel like buying anything. I admit, you cannot compare Grand Basel to a Retromobile or Essen – the concept and purpose is different, but I bet Retromobile and Essen will take notice now to improve their presentation.

I also think Grand Basel simply reflects the current times in the classic car world. What I mean is that classic car market is vastly different than only 10 years ago in terms of knowledge but also in terms of prices. Like it or not but many cars today sell for over $20m, something unthinkable only 5 years ago.

Maybe a Grand Basel being born, signifies the top of the car market as an asset class? I think it is a fair question to ask given that a good number of people have elevated classic cars to the status of Art. Grand Basel is only reflection of how some people in the collecting community are viewing many classic cars.

Although I understand that some cars can be viewed as pieces of art; on the other I have to ask myself if that is a good thing?

Cars have one big advantage over art in my view. They are a multi-sensory experience.

You can feel and touch cars, the leather, the steering wheel (which in old cars are pieces of art). When I clean my cars with a cloth – I feel the shape and line of the car. And of course, the sound of the engine is a big part of enjoying cars- especially old ones. In that respect, you get more engagement with cars than art, (you can’t really touch or listen to art – at least not a painting). But at Grand Basel the sensory experience was limited to just visual. You could not touch or listen to them.

In other car shows, you can sit in the cars talk to owners and sometimes start the engine. It is a more interactive experience with the cars. At Grand Basel it is only about presentation. Most cars are not for sale and belong in private collections (although I am sure owners will do deals at the right price).

So, I ask myself: for who exactly is Grand Basel aimed at?

Is it for the public? Then it’s great. Is it for collectors? I can’t quite see the value added yet. There were only 100 cars present. And most of them were not for sale. And yes, there were some novelties presented (like the Lancia Delta and new Tesla Roadster Concept) but I don’t see how car brands will launch new concepts at Basel yet.

Closing thoughts

I think Grand Basel was an incredible experience. The organisers showed the world how cars should be displayed. Visually it was perfect.

In its current format though I see the car show benefiting the public more than it does collectors. That is not necessarily a bad thing, it is just an observation.

For me it is easy to attend and I will for sure attend Grand Basel again next again. Basel is only 55min with the train for me. But will collectors come from far and abroad like they do with Art Basel- which unites the world’s biggest collectors and art dealers, museum curators etc?

I am not so sure. For that to happen Grand Basel has to evolve into more than displaying 100 rare cars in a perfect setting.

Below some pictures that highlight what there was to see at Grand Basel.

The first cars I saw were these pair of Lamborghini – a Miura behind and a Countach in front. Both were first series (so LP 400 and Miura P400)-

Let us look at that orange Miura. Perfect color in my view.

Cars were presented in a frame like setting. Visually extremely appealing.

The design was perfect. These cars presented as art.

A 550 Porsche Spyder and Ferrari 275 GTB/C – yes Grand Basel showed true masterpieces.

Automobiles from the 1940s are pieces of art for many collectors – like this Delahaye.

A pair of Aston Martin DB6.

The space for the exhibition was large and you could have easily put different other sections like: Memorabilia stands, restoration expert booths etc.