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Swatch plans multi-faceted presence at art exhibit

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Swatch is marking its partnership with the 55th International Art Exhibition – La Biennale di Venezia with a multi-faceted presence that it has called SWATCH_Faces.

Swatch continues to celebrate its 30th anniversary this year and to reinforce its commitment to contemporary art and artists around the world through its partnership with the exhibition.

This year, as part of a concept it is calling SWATCH_Faces, the new Swatch Art Specials are being created with Spanish multimedia artist José Carlos Casado and Goto Design, a dynamic New York design duo, who collaborated with Massimiliano Gioni, curator of La Biennale di Venezia, to create the identity of the exhibition.

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Casado, an artist in residence at The Swatch Art Peace Hotel in Shanghai in 2012, has created a timepiece called Off. A colourful image that explodes from the dial across the strap has been created via the artist’s controlled fusion of advanced technologies and traditional means of artistic expression. Meanwhile, Goto Design has created two watches for Swatch. Blue Wild Face and Wild Face incorporate a bold and colourful and fantasy-born monster with a sober black strap, the design is intended to explore the idea of split personality – the no-man’s land where genius and madness meet.

The Swatch Art Peace Hotel is also being used to support the SWATCH_Faces concept.

The landmark building on the Bund in Shanghai, China, has been restored by Swatch and today hosts contemporary artists from all over the world for up to six months in its 18 ateliers and artist apartments. A dedicated Swatch booth in the Giardini area of la Biennale di Venezia focuses on The Swatch Art Peace Hotel, presenting the faces and artworks of 16 artists in residence at this amazing art centre and luxury hotel.

As part of SWATCH_Faces, the brand has also developed an app connecting every visitor to La Biennale di Venezia to the many faces of Swatch.

The 55th International Art Exhibition takes place in Venice from June 1 to November 24, 2013.

 

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