Tomas Bata University in Zlín

exhibition

Tatra phenomenon

We cordially invite the students of the Graphic Design studio to the exhibition of posters called Phenomén Tatra, which will take place in the Museum of Tatra trucks in Kopřivnice. The opening of the exhibition will take place on Tuesday, May 23 from 4 p.m., the exhibition itself will last until the end of August 2023.

Tatra Phenomenon exhibition

Through a poster as a visual medium, the students of the Graphic Design studio paid tribute to the thousands of employees of the Kopřivnica automobile company who have ever participated in the development and production of Tatra trucks. The posters were created under the pedagogical guidance of Jana Dosoudilova, Ondřej Choré and Pavel Noga. Some posters are animated. If you download the free Artivive application to your mobile phones, you can also see their hidden audiovisual face on the display. We would like to thank the Novojičínsk Museum and especially the Tatra Kopřivnice Truck Museum for the opportunity to realize this exhibition project.

Tatra as a symbol

The digital world of the first quarter of the 21st century accelerated and blurred the perception of time, social networks absorb their consumers and artificially create so-called “events” where nothing is involved and emphasize the importance of human figures who are not really personalities. Where are the real values today? It is said that the quality and meaning of human work is tested by time. 125 years of continuous truck production is an example of peak creative and technological human activity that actually sounds like a fairy tale. The desire to realize one’s own dreams, to bring them out of the realm of fantasy into the light of the world and “give them life”, is one of the basic building blocks of every current or future creator.

That is why the “Tatra phenomenon” is such a strong source of inspiration for students of graphic design at the Faculty of Multimedia Communications of the Tomáš Bata University in Zlín (FMK UTB). Having the name of a visionary in the name of the school, who was able to realize his dreams, is binding. I consider it important that students get to know in detail other examples of the genius of the human spirit and through creative work actively get to know them and form their own opinion about them. The corner of the Czech land, which gave the world the renowned interpreter of human dreams Sigmund Freud, the brilliant music composer Leoš Janáček, and the Tatra truck, which can reliably deliver its cargo to its destination in the middle of the snow in the conditions of Siberia and in the sea of sand of the African desert, can be a kind of initiation for students a place, a springboard and proof that even from initially modest conditions it is possible to conquer the world. You just have to work and not let up in your efforts.

Pavel Noga, head of the Graphic Design studio FMK UTB in Zlín