Covestro brings color into play
November 10, 2015
When graffiti appear on brick walls, it’s rarely a result of legal activity. But that’s not at all true at Covestro headquarters in Leverkusen, Germany. The materials manufacturer, which formerly operated under the name Bayer MaterialScience, is using an art project to focus attention on its new company name. The graffiti artwork produced by three artists from Wuppertal, Germany, along part of the wall of the Chempark Leverkusen site is over 25 meters long and just under three meters high. The Covestro name in white really stands out vibrantly against a deep black background and amid a wild explosion of colors.
Why use graffiti, of all things, as an advertisement? “Covestro stands for a new, courageous approach with a colorful brand,” said CEO Patrick Thomas at the official unveiling of the artwork. “The graffiti symbolizes this perfectly and the result is really impressive.”
The painting event was led by Martin Heuwold, with the able assistance of Ognjen Pavic and Lukas Pauer. The trio worked on their creation for two days, emptying over 100 cans of paint in the process. “Graffiti expresses an aesthetic all its own, and it was fantastic to bring this art form into play for Covestro as a new company,” said Heuwold. The artists didn’t spray their paint directly onto the chemical park’s brick wall, but instead onto special panels that will be removed in early 2016.
Heuwold, 39, discovered his passion for painting with the spray can at an early age, and in 2002 he became a freelance artist. His work, which has taken him as far afield as New York and Moscow, has been honored several times – just last year, for instance, he was honored for a bridge in Lego brick design by “Germany – Land of Ideas,” an initiative of the Federal Government and German industry.
With 2014 sales of EUR 11.8 billion, Covestro is among the world’s largest polymer companies. Business activities are focused on the manufacture of high-tech polymer materials and the development of innovative solutions for products used in many areas of daily life. The main segments served are the automotive, electrical and electronics, construction and sports and leisure industries. Covestro, formerly Bayer MaterialScience, has 30 production sites worldwide and employs approximately 15,700 people (calculated as full-time equivalents) at the end of September 2015.