Case Study
Whale Family
MINI Countryman Art Car
Putup Ni’kmaq
(Whale Family)
The 2023 MINI Countryman Art Car, Putup Ni’kmaq (Whale Family), was created by Marcus Gosse. This is the second Art Car commissioned by Business & Arts NL and Capital Auto Group. This project creates a movable piece of public art to highlight the Explore Art NL public art app and bolster MINI St. John’s engagement with the community.
Our Role
Business & Arts NL and Capital Auto Group have collaborated on Art Cars in 2021, 2023 and 2025.
Our role includes:
Crafting a Call for Submissions and circulating it throughout the arts community in NL
Providing support to applicants, ensuring accessibility and clarity throughout the submission process
Collecting and presenting submissions to the client
Consulting on the artist selection process to align creative vision with brand objectives
Managing contract development and artist agreements
Acting as a liaison between the artist and client, ensuring a smooth process that adheres to timelines
Collaborating on the unveiling event and communications rollout to maximize community engagement
The result? An original design by a new artist each year that transforms Capital Auto Group vehicles into eye-catching movable pieces of public art. The Art Cars are driven throughout the province for at least a month, creating spontaneous encounters with art in communities across Newfoundland and Labrador. This mobile showcase turns heads and sparks excitement while demonstrating the company's commitment to creative community partnership.
Gallery
Photo: Matthew Myler
Photo: Matthew Myler
Photo: Matthew Myler
Photo: Matthew Myler
Photo: Matthew Myler
Photo: Matthew Myler
Photo: Matthew Myler
Photo: Matthew Myler
Photo: Matthew Myler
Photo: Matthew Myler
Photo: Matthew Myler
Photo: Matthew Myler
Photo: Matthew Myler
Photo: Matthew Myler
Photo: Matthew Myler
Photo: Matthew Myler
About the Artist
Marcus Gosse (ᒪᕒᐠᑲᐢ ᐧᑲᐢ) is a Newfoundland Mi'kmaq Artist and member of the Qalipu Mi’kmaq First Nation Band. Marcus' grandmother, Alice Maude Gosse (maiden name Benoit), is a Mi'kmaq Elder who was born and raised in Red Brook, NL (Weibooktoojech), located on the Port-Au-Port Peninsula. In 2005, Marcus was given his native name Papamikapow, which means "Traveller" (He who travels, not only physically, but spiritually) from an Ojibway-Cree Elder from Sandy Lake First Nation, Ontario. Marcus incorporates the ancient Mi'kmaq Star, Mi'kmaq Petroglyphs, Hieroglyphs, and various double-curve designs into the landscapes of his paintings.
His work is held in permanent collections at the Art Gallery of Nova Scotia and The Rooms Provincial Art Gallery, which has acquired five of his pieces since 2014. In 2017, he exhibited 11 works in the Canada 150 Art Show in Miami, Florida. His art has been collected internationally and shown throughout Atlantic Canada.
This digital image wrap titled “Whale Family” (“Putup Ni’kmaq”) displays different families of humpback whales swimming and gathering together to display their love of Ktaqmkuk (Newfoundland). The designs featured on the MINI Countryman are Mi’kmaq Petroglyphs (Carvings in Stone), such as the Mi’kmaq Star, ancient appliqué patterns, double curve motifs, and the Mi’kmaq hieroglyphs(symbols which represent words) for “Forever In Peace.” Each double curve design symbolizes the life cycle of a person, or, living thing. The curve on the left represents youth; the centre is middle age; and the curve on the right represents becoming a senior, or, an Elder. When each of these people, or, curves, is connected it symbolizes community connectedness, pride, unity, and support. It also symbolizes people holding hands, and connecting, not only physically, but, spiritually as well. The whale reminds us that it is not about the destination but the journey. We are all connected on this journey. As we travel, let us support each other spiritually, and have fun doing it. Msit No’kmaq (All My Relations — We Are All Connected).
Artist Statement
Spotlight on the MINI Countryman Art Car & Artist Marcus Gosse
Behind the Design: The Story of Whale Family
Supported by
Let’s work together
If your organization is looking to engage with artists—whether for a single event or a province-wide project—we're here to help. Business & Arts NL’s Brokering Services ensure that your partnership with the arts is thoughtful, effective, and impactful.
info@businessandartsnl.com