Spire handled the US press event for the release of the Mazda MX-3. The concept was to showcase the artfulness of design and engineering for what was a brilliant compact automotive design. Paintings were commissioned and created for the walls of the space and a backdrop of canvas and oil paint served to stage the vehicle. The idea was carried to the extreme — we partially disassembled the vehicle in order to bring it up an elevator in New York's trendy Tribeca district. The press was supplied with maps and passes to art events after the briefing of the car. Spire worked on every aspect of the program from press kit collateral, invitations, and full size oil paintings to follow up tickets, passes, and maps. We had 100% attendance of all the invitees — which, for Mazda, was a first. The paintings hung in Mazda's headquarters for many years after the event.