We really enjoyed working with Volkswagen UK on the PRID.3 – a one-off bespoke ID.3 specifically designed for Milton Keynes Pride Festival 2021. This wrap was featured in Top Gear, you can read the full article here. The full wrapping process was also filmed – you can watch our video here. The below text was written by Jimi Beckwith, Volkswagens chair of ‘We Drive Pride UK’.
Volkswagen’s involvement in Miton Keynes Pride Festival was its first engagement in a UK-based Pride, but the exciting news does not end there. That’s because the 11 September event saw another first; the debut of the PRID.3 a one-off custom designed ID.3, modified for display at the Pride Festival to symbolise Volkswagen UK’s Diversity and inclusion programme. The PRID.3 is a unique ID.3, created specifically for use at the festival, with the cars distinctive design – inspired by psychedelic camouflage pattern used on ID.3 prototypes – rendered in the colours of the Progress Pride flag to create a meaningful and eye-catching livery for the model. This pattern and the car itself, define Volkswagens new relationship with Pride, and represent wholehearted inclusion and celebration of diversity. Integral to the cars design is the incorporation of the eleven colours of the Progress Pride flag – with the traditional red, orange, yellow, green blue and purple joined by black and brown to represent the LGBTQ+ people of colour; and pink, light blue and white to include transgender people. All of these colours merge into one another in a ombre effect, to reflect the community and togetherness of all communities and identities, as well as celebrating their differences.