BOL.COM
Dreaming up a DIY car to drive home a birthday message
In this whimsical escapade, IOIA transformed more than 200 objects into a delightful, and dorky, vehicle as a symbol of Bol.com's 18th birthday celebration. Infusing playful wit and unique materiality into the car's design, we gave a nod to the versatile identity and DIY spirit of the Netherlands' largest e-commerce site.
The brief from Bol.com aimed to convey their platform's extensive offerings and celebrate their 18th birthday to resonate with young people possessing a DIY mentality. While adhering to Bol.com's brand we injected our signature playfulness and material ingenuity into the project with an aesthetic that exuded a two-toned colour palette, highly textural DIY elements, and a youthful, dorky vibe.
We elevated things further by incorporating multiple layers of creativity, turning a recognizable car shape into a detailed story upon closer inspection. The process was a hands-on puzzle with no strict plan using 223 items from Bol.com: including a dog strap as a seat belt, a buttplug as a crystal-encrusted door handle, a grill plate for the car grill, and spatulas as pedals*.
Working in collaboration with the publicity agency the outcomes included films documenting the build process and a test ride with the fully operational electric car. For Bol.com, the project showcased their versatility and added a refreshing loose creativity to their brand identity. The car, now an icon, remains proudly displayed at Bol.com's headquarters.
*Following Ionie’s test drive, we no longer recommend kitchen spatulas as pedals for working vehicles. Ask her about it.
Client ~ Bol.com
Concept ~ Buutvrij
Art Direction & Design ~ Studio IOIA
Car build ~ Joost de Boer, Schaalwerk
Photography ~ RVDA
2017
