Continental, a leading innovator in the tyre and technology industry, is set to transform discarded tyres into powerful symbols of human trust in a unique installation named the ‘Circle of Trust’ to be showcased at this year’s Dubai Design Week from November 7 to 12.

 

As part of their commitment to sustainability and the exploration of new horizons, Continental has partnered with renowned artist Moey to create an artistic display that delves into the fundamental question: ‘Who do you trust?’ The initiative will breathe new life into discarded tyres, infusing them with profound significance.

 

Over 100 individuals, both public and media representatives, shared their thoughts on trust during exclusive interviews conducted by the artist Moey. Their responses were inscribed onto each tyre, adding a deeply personal dimension to the installation.

 

Through innovative upcycling, Continental demonstrates that utilised tyres can undergo a transformative process, transitioning from discarded waste into an inspiring canvas for both creativity and environmental means. By harnessing the untapped potential of used tyres, Continental pave the way to a cleaner, more dynamic world, and this objective is pursued one tyre at a time.

 

"We believe in giving discarded tyres a second chance, just as we believe in the power of trust," said Jose De La Fuente, Managing Director of Continental Middle East. 

 

He added: "The Circle of Trust symbolises our commitment to sustainability and trustworthiness in the tyre industry."

 

The artist behind this installation, Moey is a UAE-based conceptual artist who has lived for 15 years in Dubai. His dedication to his adopted home country and a desire to give back through his artistic talent define his creative journey. His work reflects the rich tradition of the UAE as a destination for people from around the world in pursuit of a brighter future. Moey's artistic approach combines a celebration of diversity, unity, and community involvement, echoing his belief in the importance of inclusivity and shared experiences. – TradeArabia News Service