Volvo x Victor Verhelst
Art x Brand cultural direction for Volvo Car
PLUS-ONE Projects collaborated with Volvo Car on the launch of the all‑electric Volvo EX60, positioning contemporary digital art as the stage for a new chapter in mobility. Together with artist Victor Verhelst, we developed an immersive LED installation in Dome Eventhall Brussels, where his shifting landscapes of light and colour became the environment in which the EX60 was revealed.
This collaboration extended into a long-term relationship between Volvo and Victor Verhelst.
Our role spans artist liaison, curatorial direction and creative consultancy, aligning Verhelst’s digital visual language with Volvo’s narrative of “freedom to move, through art”.
The spatial pieces by Victor extend the car’s design and innovation into a cinematic experience, translating range, movement and electric performance into continuously evolving horizons that visitors can walk through and inhabit.
This collaboration will be extended in 2026 with a major presentation at KIKK Festival in Namur, where Victor Verhelst will take the stage as a keynote speaker and his work will enter into dialogue with an international context of art, science and technology. In that setting, PLUS-ONE’s hybrid practice; between gallery, extra‑muros projects and digital culture, helps connect Volvo’s story about future mobility to a broader ecosystem of creative and technological experimentation.
Team
Client: Volvo Car
Artist: Victor Verhelst
Cultural direction: PLUS-ONE Projects & A.P./Studio: Thomas De Ben, Jason Poirier dit Caulier
Production x event execution: We Make You Happy
Communication & PR: Walkie Talkie
Photography & Video: Aiki Photography
Partners: Tout Bien Pils
About Victor Verhelst
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Victor Verhelst (b. 1997, Belgium) is a Belgian visual artist whose multidisciplinary practice moves fluidly between digital image making, print media, textile installation, and interactive technologies.
His work explores the boundaries between the virtual and the physical, examining how digital aesthetics can take on a tangible form.
After cofounding the visual collective Les Monseigneurs, Verhelst left the collective in June 2020 to pursue his independent artistic path.
Since then, he has collaborated on projects for PUBLIEK PARK by Young Friends v/h S.M.A.K. in Ghent, Stroom.TV, in Ostend, Kiosk Radio in Brussels, Permekemuseum in Jabbeke, Europalia, Toneelhuis, Kunsthal Mechelen, CORE Festival, Nuits Sonores, BOZAR, Fedustria, Kunsthaus NRW, Kunsthal Mechelen, Abrupt Festival, BADAFF and many others.
At the core of Verhelst’s autonomous work lies his ongoing digital world building project, which began as the series Trippy Vegas and later evolved into Toxic Hawaii. This growing body of work imagines a hybrid, ever expanding virtual cityscape filled with vivid, hyper saturated architecture and surreal urban spaces. By distorting and layering two dimensional and three dimensional image planes, Verhelst creates chromatic environments where the digital and the physical merge into one another.
Material experimentation plays a central role in his process. His digital canvases often translate into risograph prints, three dimensional objects, wall tapestries, textile works, and immersive installations. Each piece investigates how the immaterial digital image can be reinterpreted through texture, tactility, and spatial experience. Beyond his autonomous practice, Verhelst continues to collaborate with musicians and cultural institutions, designing record sleeves, live visuals, and spatial concepts that extend his visual language into performance and sound.
His recent projects include visuals for Gerard, the musical project of Elias Durnez, and design collaborations with Nele De Gussem, along with immersive textile installations such as Starlight Shine, presented at an international design fair in Frankfurt. Through all of these media, Verhelst reflects on how digital culture shapes perception, emotion, and material reality, turning the light of the screen into a tactile and architectural presence.
Selected list of commissioned graphic works: Bozar, Z33, Young Friends van S.M.A.K., BADAFF, Productiehuis Panenka, Permekemuseum, RESET BXL, Kiosk Radio, Border Buda, Muller Van Severen, Fritz Kola , Viernulvier, Toneelhuis, Wintercircus, Uitgeverij Klein, Uitgeverij Hannibal, Platenlabel Stroom, L.CARAX, ALbe De Coker, Paula Hartmann, Het Entrepot, Stad Brugge, Nuits Sonores, GAFPA, Nele De Gussem, Arkaoda Berlin, Publiek Park, Komplot BXL, LUCA School of Arts, OPAL U.S., Café Costume, Benjamin Abel Meirhaeghe, Woodblocks Festival, Abrupt Festival, Tijl Uilenspiegelmuseum, Elders Collectief, TrendWolves, Kunsthal Mechelen, Proeftuin, Us By Night, Nest Damme.
Selected group exhibitions: C-Mine (Alumni Luca), Hyperlab (exposant + Concert ‘Gerard’), Ontsteking Gent, Mia-H, Wonder, We Are The Next Generation, Kunsthal Gent (Les Monseigneurs),019 (Billboard + Vlag), SPOOR, Talking Textiles New York, Trienal Design Covilhã, Triennale di Milano, Designfest Gent, Designmuseum Gent, Rufus Gallery, Plus-One Projects, Heimtextil Frankfurt, Asfalt Gent, Kunsthaus NRW Aachen (2025).
Selected solo exhibitions: Rufus Gallery, Plus-One Projects, Musei Di Civici, Como, Bruthaus Gallery, Scharpoord Knokke.
