Press About



For more information on the film, and behind the scenes actions from the Bäst production click


Ayrton Senna Sempre, 160x122, Denim of the senna family on denim. 


Ayton Senna Sempre in Ian Berry's Amsterdam Studio

'Look closely, it's denim'.





Photos from the Unveil at the Ayrton Senna Institute in Sao Paulo, Brazil on the 5th November 2014 before The Brazilian Grand Prix with the Senna family, who provided their jeans - as well as the International Press. 



Images from Ian working on the piece in the Amsterdam studio.





Ian presented his work at the Sao Paulo Fashion week at Vicunha on the 6th November and at the end unveiled Ayrton Senna Sempre to a standing ovation and a few tears.   



At Europe's largest car show, in Birmingham, UK, the piece was unveiled for the first time in Europe. Over four days it was presented and spoken about on the F1 Racing Stage by many who knew Ayrton closely like David Coulthard, who replaced him in the team after he died in 1994, Allan McNish who had been his test driver as well as a former F1 driver and David Brabham who was in the same Imola race. Commentator Maurice Hamilton who knew him well gave an emotional speech and wrote a moving article about the piece. Stars of the future paid tribute to the icon by bowing to the piece as well as the Stig.




'Ayrton Senna Sempre' was shown at ADPlog in Turin at an exhibition named simply 'Ayrton'. It was opened by Alessandro del Piero and Viviane Senna on the 4th February 2015. The exhibition was a tribute to Ayrton and it showed many artifacts from this great Icons life.  


















































































































































































Official Statement - 5th November 2014

British Artist Ian Berry creates portrait of
Ayrton Senna made from his family's jeans


Commemorating the 20th year since Senna's passing, British artist Ian Berry collaborated with the Ayrton Senna Institute to reveal a unique portrait crafted entirely of denim jeans. The iconic work of art has been made using the jeans from Senna's family. Given to Berry to create the portrait so he could intertwine the family into the piece of Ayrton that also celebrates the work they do with the Institute.

The portrait was unveiled today at the headquarters of the Institute by the family in the attendance of the artist. The unveiling of the portrait will be just a few days before the Brazilian Gran Prix at Interlagos, the home track of Ayrton.

The portrait was made for the benefit of the Institutes great charitable work with the proceeds to be donated to the Ayrton Senna Institute, a charitable organization to create opportunities for human development to children and young Brazilians.

As can be seen in a forthcoming BBC documentary about the young British artist, Ian Berry (Huddersfield, 1984) conjures remarkably detailed portraits and urban landscapes using nothing more than jeans. Over many weeks he cuts, stitches and glues using only the varying shades of the fabric to provide contrast and shadow. The family and Berry together chose a very characteristic photo of Ayrton to base the portrait on.

While working from his Amsterdam studio, Berry found inspiration in his early childhood: ''I remember playing a racing game and we all wanted to be Senna, I was only ten in 1994, but I remember. In later life I realized that he was an icon that transcended the sport of motor racing and is one of the greatest icons of the 20th Century and his legacy lives far into the 21st''. Contributing to the unique details of Senna's portrait Berry notes: "I think it is beautiful that it is created out jeans from his own family. They have carried on his legacy with care and made real his wishes to help the children of Brazil by founding the Instituto Ayrton Senna after Senna died in 1994.''

When Ayrton died he will forever be remembered as the young, caring, handsome, talented hero with his memory preserved in denim in a one-of-a-kind masterpiece by remembering a man of the people - by a material of the people.


After the Event Update

Coming soon