Volkswagen Middle East is proud to unveil a groundbreaking film that introduces its innovative Arabic Art Project, in collaboration with renowned font designer Wael Morcos , Khajag Apelian and Lana Soufeh for their contributions to the development and execution of the project. This unique initiative brings together automotive precision and Arabic typography in a stunning fusion, setting a new benchmark for how brands connect with Arabic-speaking audiences.
As the first project of its kind in the automotive industry, it celebrates the beauty and heritage of the Arabic language, showcasing Volkswagen’s deep commitment to cultural diversity and excellence. With a spectacular stunt, the film underscores the brand’s vision of pushing boundaries while honoring cultural traditions.
Volkswagen has long been at the forefront of automotive innovation, and this project is no exception. The recent launch of the new Golf GTI in the Middle East marks another significant milestone for the brand, reinforcing its legacy as an icon of performance and precision. Known for its dynamic design, turbocharged power, and responsive handling, the new Golf GTI features an enhanced 2.0-liter TSI engine delivering 265 HP, alongside sharper styling with updated LED headlights and an advanced digital cockpit for a superior driving experience.
In this project, the Golf GTI plays a central role, bringing the Arabic font to life in a visually captivating performance. The partnership with Wael Morcos, a visionary in Arabic typography, highlights Volkswagen’s commitment to blending innovation with cultural values. Morcos selected a font that mirrors both the modernity and heritage of the Arabic language, ensuring the project resonates with the essence of the region.
“Designing the font was an exciting challenge,” said Wael Morcos, Font Designer. “Arabic script has its complexities, and using a car to write it took the challenge to a whole new level. The Golf GTI’s intricate design inspired me to merge the elegance of Arabic typography with the dynamic character of the vehicle.”
In a breathtaking display of precision, professional driver Ben Menzies brings the font to life by performing a thrilling stunt in the Golf GTI, recreating Arabic characters with remarkable accuracy. This stunning visual performance, captured in the film, highlights both the precision driving skills and the attention to detail required to merge typography with automotive engineering.
“Collaborating with Wael on this project was an amazing experience,” said Ben Menzies, Precision Driver. “Bringing Arabic typography to life with car tracks demanded precision driving and a deep understanding of both the design and the car’s capabilities. This unique project allowed us to explore new creative boundaries.”
I was fortunate enough to be invited to this incredible event, and it was truly an unforgettable experience. I attended with my own Golf GTI MK1, and it was inspiring to see how the GTI, a beloved icon of performance, was beautifully intertwined with Arabic culture. The connection between automotive excellence and Arabic typography was stunning, and it was amazing to witness how Volkswagen continues to engage and celebrate the rich cultural heritage of the region.
Volkswagen Club member Abdullah Bakr added, “Arabic culture is deeply woven into the fabric of our region, and it’s thrilling to see Volkswagen celebrate this heritage. The Golf GTI, with its iconic status, represents the spirit of innovation, which parallels the dynamic essence of Arabic typography. This initiative honors our cultural roots and creates something extraordinary.”
Madlen Gruschka, Marketing Manager at Volkswagen Middle East, shared the vision behind the project: “This initiative beautifully blends our commitment to innovation with respect for cultural heritage. By combining the artistry of Arabic typography with the powerful performance of the Golf GTI, we wanted to create something meaningful that resonates with our regional audience. It’s been a thrilling journey working with Wael Morcos, and we are proud to showcase how Volkswagen continues to push creative boundaries while honoring the rich cultural tapestry of the Arabic-speaking world.”
Volkswagen’s Arabic Art Project is a celebration of both the heritage of the Arabic language and the brand’s innovative spirit. The collaboration between art and engineering exemplifies Volkswagen’s ongoing commitment to cultural diversity and automotive excellence.
