“Monster, masculine singular: prodigy, marvel, miraculous.”
The term Monster, derived from the Latin Monstrum, essentially describes a divine sign, a marvel, something exceptional . The monster, in its original sense, is the unexpected appearance, manifestation or exhibition of something extraordinary, that violates nature and that serves as a warning or omen to mankind. The foreboding inspires a sense of wonder and of stupor and it is for this reason that the term Monster is often chosen in the worlds of music, cinema, fashion and art. (Translation of the Zanichelli phraseology dictionary definition)
From its very first appearance at Cologne’s International Motorcycle Show in 1992, the Ducati Monster was immediately noted for its character, originality and innovativeness. It was strange, essential, rebellious and unlike anything seen before, but it did not take long for this concept to become truly iconic, a trend-setter that would create a new segment in the market.
The Ducati philosophy of “less is more” was immediately up against the rest of the motorcycling world. Right in a period in which lines were becoming tighter, aerodynamic, more technical and orientated towards the racing style, the Monster arrived and launched its campaign, going in the opposite direction to the competition. Thus a multi-faceted bike was born, able to establish itself with its individuality, personality and performance.
The radical style of the Monster was the source of inspiration for the entire two-wheeled sector and for all lovers of personalisation. On roads across the world it is difficult to find two Ducati Monsters that are totally identical. Its innovative look has inspired the creation of further models by other manufacturers but after all, as proved by the old adage, “imitation is the sincerest form of flattery.”
Today there are more than 200,000 Monsters in circulation worldwide, each one unique, each with its own clearly defined personality… each with its own “colour”.
The Monster is characterised by a long and successful history, by its introduction during the years of numerous cylinders and uncountable colour options, but above all by a constant technological evolution that this year brings us to the birth of two new versions: the Monster 696 and the Monster 1100, representative of a new era of Monster!
The design concept of “less is more” has been implemented and emphasised even further with the new generation of Monster. Every single element of the chassis and engine has been reworked in fine detail and the essence of the naked has been interpreted to perfection like never before.
THE MONSTER ART PROJECT
Riding a Monster isn’t simply a choice, but a complete lifestyle, an extension of your personality, emphasised by your decision to ride such an iconic bike that is characterised by style, performance and technology.
As proved by its history, the Monster has always been the Ducati machine that most inspires and stimulates the art of personalisation. Designers, artists, actors, singers and, above all, bike fans from all over world have found the Monster to be a source of inspiration for the creation of their very own “two-wheeled work of art”.
There have been many occasions on which people have traced the link between the Monster and art. Just one example is the central role that the Monster has played in prestigious international art exhibitions such as “The Art of the Motorcycle” held at New York’s Guggenheim Museum in 1998, as well as other important appearances that have reinforced its potential and credibility, also from an artistic point of view.
Each occasion has provided the opportunity to emphasis the “status of art” of the Monster, and it was no accident that, in 2008, the MACBA, Barcelona’s Museum of Modern Art, was selected as the location for the international press presentation of the Monster 696.
Spontaneous shows dedicated to the interpretation and personalisation of the Monster are countless, with news of competitions, exhibitions and “customisations” of every kind arriving from all over the world, filling the pages of important sector and lifestyle magazines. In the last year alone, the Ducati Monster has been the subject of international competitions, like that organised by American dealers, the “Dealer Art Contest USA” or like the “Design Contest” in Japan where creativity and fantasy unite with art, giving life to some incredibly appealing and striking designs.
At the end of February 2009 the Monster was also studied and evaluated as part of the project that Puma and Ducati developed in collaboration with the well-known “Central Saint Martins College” in London. The project consisted of a competition in which student grants were awarded to those young designers that best interpreted and personalised three Monster 696 bikes, with the winners and their designs presented to the public and press at a dedicated show held during London Fashion Week
Ducati is also proud to have several partners, such as Puma, Alfa Romeo and Sandisk, who have all made their individual contributions, producing limited editions of personalised Monsters, and thereby linking their brand to this brilliant icon of “Made in Italy” design.
The realisation of this phenomenon, that in sixteen years has seen the Monster receive worldwide acclaim as a symbol of “coolness” and modernity, has pushed Ducati to institutionalise a project that can celebrate and highlight the great artistic potential of this bike.
Monster ART stems from the great wealth of experience and enormous potential possessed by this jewel of mechanics and style, a machine that inspires a creativity and free expression which, without a shadow of a doubt, can only be defined as art.
Monster ART allows for free expression and is born out of the circle of artistic and creative development that surrounds the world of the Monster. A “container” open to all and into which ideas and creative concepts can be poured, the Monster acting as inspirational muse for the multi-faceted world of art.
The first step of the project is intuitive and easy to interpret: colour
“Colour therapy” represents the first stage of the Monster ART project.
Colour is the first sign of personalisation and artistic interpretation. To express creativity by using a different chromatic shade is to render a product or a situation more personal, closer to the lifestyle of the individual.
It is also true that a colour can be instrumental or even therapeutic. Colour Therapy is often suggested as a way to see a different version of reality: to understand looks, perceive sensations or interpret reality by using a coloured filter.
Colour Therapy is thus the first part of Monster ART, the first step towards formalising the close link that exists between this bike and art, yet another opportunity to personalise and characterise this “status symbol”, its essentiality, its brilliance and its rebellious nature; a symbol that for more than sixteen years has played an indisputable central role in the daily life of the “Ducatista.”
The initiative is launched on April 21st with the activation of a special online configurator at www.monster.ducati.com with which you can “paint” the Monster in the 13 possible shades in order to choose your favourite. Once you have selected your preference, you need only to visit your local Ducati Store and create your own “Monster 696 ART”
The 10 “Monster ART Kits” will allow all Monster owners to be able to change the colour of their bike whenever they want, personalising it as they wish with a classic or more trendy shade. Changing the colour of the bike couldn’t be simpler: in just 10 minutes the Monster can be totally transformed.
The new colours, created to satisfy the needs and tastes of all Ducati lovers, from youngsters to the female market, will have a limited lifespan, as the Monster ART project foresees the periodical updating of the colour range, thanks to the development of new shades and graphics, giving free reign to creativity and fantasy.
Ducati is the first motorcycle manufacturer to offer so many different colour options for one single model.
Of course, changing the colour of your Monster is only the first step towards personalising it and, thanks to the wide range of Ducati accessories, your bike can now be transformed into a totally unique object, a true work of art.
THE 10 NEW COLOURS
- “Rosso GP” Red
- “Verde Tricolore” Green
- “Giallo Ducati” Yellow
- “Lilla Glamour” Lilac
- “Blu Italia” Blue
- “Azzurro Mediterranei” Azure-Blue
- “Arancione Scrambler” Orange
- “Amaranto Glossy” Rich Purple
- “Argento Vivo” Silver
- “Oro Puro” Gold
Indicative of fire, joy, celebration and passion. For the American Indians red signifies joy and fertility, for Ducati it represents the adrenalin of racing. Red is the sign of life and of heat. Red heats the body and renders people loquacious, open, caring, passionate: it is perfect for those who want to immerse their Monster 100% in the world of Ducati racing.
The colour of nature, of vegetation, representative of life. It is the colour of harmony, of hope, of balance and of renewal. It is a neutral shade, relaxing, that favours reflexion and calm. It is ideal for those who, in the chaos of the city, want to enjoy their Monster in peace.
The colour of the sun, and so representative of expansion. To choose yellow is to go in search of the new, of change, of freedom – all important things for a Ducati Monster owner. Synonymous with vivaciousness, extroversion, light, growth and change, it stimulates attention and learning and sharpens the mind and concentration. Yellow is one of the traditional Ducati colours.
A synonym of intelligence, knowledge, sobriety and the fashionable colour of 2009 The colour with the greatest frequency and the highest energy levels in the colour spectrum. It is representative of love and kindness. Used in chromo therapy lilac has a great impact on the nervous system as it is relaxing and useful in curing insomnia. Learn from chromo therapy and buy a lilac Monster, the perfect antidote against the crisis of 2009.
Blue purifies the blood and has a marked effect on the mind, inducing intense mental concentration. It is a very cold colour that transmits calm and refreshes. Blue moderates and tends to dilute every day problems. Just as a blue outfit calms the wearer, a blue Monster calms the rider.
Representing intellect, truth, fidelity, constancy, azure-blue is the colour of great depth, the female principle. In oriental philosophy it represents the sky, for Italians it is also the sea and it is from this that we get the name Mediterranean blue. Azure-blue gives the Monster a youthful appearance and is perfect for those looking for calm and serenity.
In oriental cultures orange is associated with love and happiness, in the tradition of Ducati it is linked to the Scrambler, the unforgettable Ducati of the 70s. It is the colour of growth, symbolic of the rising sun and of joy. Orange has, according to chromo therapy, a liberating action on the physical and mental faculties and helps to integrate and distribute energy, inducing serenity, enthusiasm, happiness, joie de vivre and optimism.
An elegant and precious colour that comes from a plant considered sacred by the ancient Greeks. It has its origins in the Greek amarantos that means “does not wither”. Hence the
colour of friendship, of reciprocal esteem, of sentiments unchanging over time, eternal and unique. In ancient Greece purple was used to gain protection and benevolence, the Romans believed it could prevent bad luck. The purple Monster is a union of elegance and tradition… and it brings luck!
A noble colour, full of grace and value and rich in the Ducati racing tradition. It is strikingly elegant and distinctive. It is a refined colour, for those who want to be noticed. Created with a special varnishing technique, it gives the Monster a particularly polished look.
Representative of all that is precious, divinity, the sun, illumination and richness. It reflects the while light that lands on it, enlivening all that surrounds it, regenerating the organism and clearing the mind. It is the ideal choice for those who want to make their Monster truly unique: with a Ducati Monster in Pure Gold it is hard to be just one of the crowd. This colour too is created with a special varnishing technique.