Jason Woodside’s work is characterised by vivid colours and fades with contrasting bands of patterns and shapes. Taking inspiration from textiles, light and nature, Woodside plays with various bold textures and public exterior settings to generate visual cohesion and optimistic emotions. Verve caught up with Jason to chat about his latest collaboration with Volkswagen New Zealand.
You’ve worked on a substantial number of collaborations over the years, including major brands such as Samsung, Adidas, Getty Museum, Vans and of course Volkswagen. How do you determine which brands you will collaborate with and what drew you to working with Volkswagen?
I think with Volkswagen and my approach to all collaborations begins with like-minded values and general chemistry between the people involved. Volkswagen New Zealand has honestly made me feel like I’m part of the family. It’s such a pleasure to work together to achieve a positive and inspiring outcome for this community.
Your work is instantly recognisable by its bold, bright qualities. What emotions do you hope to evoke with your work and how does this link to the emotive qualities of driving the all-new Volkswagen Golf?
All my work is stripped down to evoke optimism and positivity. Through collaborating with Volkswagen on the launch of the new Golf, I wanted to touch on celebrating the heritage of the Golf as well as the new model. The art side of things was a perfect partnership as I consider movement and environment critical components to creating a finished artistic product.
In your opinion can vehicle design be influenced by pop culture?
Absolutely! I think it’s a good balance of sticking to the integrity of the art as well as being open to the movement of pop-culture.
Can you draw any parallels between your artwork and the interior design of the all-new Volkswagen Golf?
Yes totally – considering the vehicle’s clean lines and the positive emotion it creates through nostalgia, I can easily draw parallels.
Having spent the last 20 years in New York City you’re now living and working in New Zealand. How does geographic locale influence your work?
Over the years I have found that the surrounding elements play a big part in my work, in particular lighting and landscape.
Moving to New Zealand has allowed me to have more space and tranquillity as well as spending time with family and embracing the beautiful environment. I have found this clear headspace to be a perfect platform to promote and nurture creativity.
Finally, when can we expect to see your latest work that you’re creating in response while driving the all-new Volkswagen Golf to eight iconic locations in NZ?
We are actually right in the middle of our national tour creating that content now, which we are very excited about – stay tuned!
