Ducati Monster Color Therapy makes customization artistic

Galleries -


The first in a series of “Monster Art” projects, Color Therapy is Ducati’s attempt to give owners a quick, affordable way to customize their motorcycles. The idea’s really simple: make the small number of painted parts on the Ducati Monster 696 — tail, tank cover, bikini fairing, fender — available in a range of new colors, giving owners the ability to easily change their bike’s appearance. A welcome side effect is that the project emphasizes the Monster’s updated, but still iconic design and pushes the idea of the bikes as a luxury/design product.

We’re pleased to see that Ducati understands its role in the mainstream
consciousness and is able to create images and videos that push design
and art over performance for that crowd. This video’s adaptation of
generic abstract art themes (we see Warhol, Lichtenstein, Pollack and
Basquiat references) is a bit uninspired, but still uniquely appealing
over other motorcycle creative for its use of bold images and bright
colors. Oooh, shiny.

Ducati via Solo Moto Treinta

  • aoelus

    Iconic? Well what isn’t nowadays.

    • http://hellforleathermagazine.com Wes Siler

      Since the original Monster essentially invented one of today’s most popular categories and still looks good, I don’t think we’re using “iconic” inappropriately.

  • Cynic

    Something about a purple Ducati makes me laugh, but I’m sure some people would be really into it.

  • Larry Kahn

    All mot’sickles s’posed ta be BLACK!!!

  • geonerd

    lavender monster. ah, no.

  • ISellMotorcycles

    I am definately into it. I don’t know how many times I have wanted a color from 2 years ago or I didn’t like the gold wheels. Lets do all the colors all the time. And I would be happy to ride wheelies on the lavender one.

  • http://www.piaggiousa.com/ Enthusiast

    I fail to see how this is customization? Selecting the color bike you want from the manufacture is hardly “custom” in my eyes.

    If that is custom… Harley Davidson has done it for years.

  • amsterdam


  • Generic1776

    Maybe, custom is a bad word. I would prefer “tailored to fit” my personal tastes.

    Having a dozen color options will greatly increase the sales with those that don’t want to drive around in the standard fair while not having to go through the hassle of a local paint shop.

  • Pete

    “Enthusiast” – you’re missing the point.

    The body panels can be easily swapped from one color to the next. Want to make your black Monster red this season? No problem – buy the bodywork kit from a dealer or swap colors with a friend.

    There’s no way to change the color of your Harley’s tank without involving a paint shop.

  • Giggidy

    Hopefully this will make second hand sales in years to come easier. I am currently helping the mrs buy a 2nd handout late 90′s bike. She has an ideal colour in mind, which typically is harder to find, or in a state of disrepair. Whereas a similar mechanical quality bike in a less popular colour is often over a thousand dollars cheaper.

    If switching plastics was cost effective I’d buy a mint condition ugly coloured bike and switch them out.

  • Markus

    It’s a freaking Ipod on wheels !

  • http://artistruth.livejournal.com will

    I, as millions, have always lusted for the enigmatic metallic teal Ducati that only existed in their minds.

    But no more.

    • Sid


      If I see someone on a lavender Monster I am going to cut myself.