XPENG: London Art Fair Exhibition

The change

Building on our long-running relationship with Subaru and Isuzu, we were excited to collaborate with XPENG for the first time to launch its new all-electric G6 in the UK.

The XPENG G6 transforms the way people move through next generation driving technology. As part of the launch, XPENG sponsored the London Art Fair in January 2026, with several vehicle models on display and artist Mr Lee invited to create bespoke portraits.

Using AI as a creative tool, we also generated expressive paintings of the G6 for the “Calling All Creatives” art challenge – a competition for designers to develop creative to be featured in premium style magazines like GQ and Vogue.

Producing a landing page, car decals, stands, postcards and social content, our introduction to XPENG was well received, prompting further projects for the brand.

Working with XPENG for their London Art Fair sponsorship gave us the freedom to explore the brand in a more expressive way. We pushed the guidelines just enough to introduce a sense of play and creativity, while staying true to the core design language. By reinterpreting XPENG’s arrow graphic through a range of painterly styles, we created a visual system that celebrated forward-thinking artists.

Andy Fryer, Head of Creative, 438 Marketing