Volkswagen: Eat the Road

Volkswagen: Eat the Road

Known for defying convention – and occasionally physics as well – it’s hard to believe that the GTI has been around for 40 years. To mark the occasion, Volkswagen has cooked up something special: the Eat the Road Selection box – a gourmet selection of the world’s meanest roads, hand-picked especially for the GTI – a car designed to “eat any road”. From the sea highways of Norway to the Arizona Valley of Fire, each road is uniquely flavoured in order to bring the destinations from around the world to life.

You might ask what’s unique about it? Using the aesthetic of a gourmet confectionary box, this packaging creates an air of mystery and luxury, at the same time incorporating the seminal look of the Volkswagen GTI. When opened, it reveals a photo book of the meanest terrain from around the world.

However, what makes this book unique and extraordinary is that you can literally peel off and eat the road!


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Written by

Alessandra Ruggeri