Spectacular Event in VeniceSwatch To Celebrate Swatch + Art Connection
Only a master of the art of provocation could imagine drawing thousands of people to the Piazza San Marco – with contemporary art. Yet that’s precisely Swatch intends to do. Taking art to the people once again, Swatch has dubbed the spectacular event «CreArt by Swatch», a playful celebration of The Swatch Connection to art, artists and the creative enterprise.
With Venice in mind, Swatch challenged four artists to create new work for ‘the world’s smallest canvas’. All responded with playful, fun loving and colourful designs inspired by a spirit of positive provocation and pure joy of live – values they share with the brand. New York City based ‘Urban Primitivist’ Billy The Artist; noted painter, sculptor and writer Ted Scapa; prolific graphic artist and designer Matthew Langille and French street painter and musician Grems have each created new Swatch watches for the Swatch 2009 CreArt Collection.
CreArt by Swatch – Piazza San Marco, June 30th, 2009
To create an exciting environment to celebrate Swatch, Art and the new Collection, the enterprising spirits of Swatch have invited a young contemporary artist to create a new work of art – live, in person and in front of a crowd – in Venice. Art lovers, visitors in town for the Biennale, tourists and Venetian fans and friends of Swatch are invited to the Piazza San Marco for a visual extravaganza unlike anything the Piazza has ever seen. In addition to an amazing art performance, the show will dazzle the crowd – up to 30’000 people are expected at the Piazza – with live music and monumental video projections.
The Swatch 2009 CreArt Collection
CreArt by Swatch will also serve to present The Swatch 2009 CreArt Collection, the most recent manifestation of a long-term collaboration between Swatch and the arts. Launched in 1983, Swatch caught the world by surprise with an accessible, colourful, quality Swiss watch – made of plastic! Right from the start, Swatch connected with contemporary art, and for twenty-five years, world famous artists, musicians, filmmakers and fashion designers have collaborated with Swatch to create unique art for the wrist. One of the first major artists to make the Swatch + Art Connection was Keith Haring, and the relationship between artists and the Swiss fashion watch and jewellery maker has since produced a fascinating series of Swatch Art Specials by Haring, Kiki Picasso, Mimmo Paladino, Arnaldo Pomodoro, Pedro Almodóvar, Akira Kurosawa, Ágatha Ruíz de la Prada, Vivienne Westwood and Jean-Charles de Castelbajac, to name only a few.
Today, Billy The Artist, Ted Scapa, Matthew Langille and Grems have each created new watches for the Swatch 2009 CreArt Collection. Altogether there are twelve new works, each one a celebration of art and creative enterprise. The ‘CreArt by Swatch’ event celebrates this strong tradition and renews the Swatch + Art Connection.
Venice is the place to be
Art, along with fashion and sports, remains a pillar of the Swiss brand’s activities around the world. 2009 is the Year of Art for Swatch, and Swatch has partnered with the City of Venice to celebrate a joint commitment to the arts. As Cultural Partner to Venice, Swatch supports the city’s signature events, including Carnival and the annual Historical Regatta. It’s no coincidence that CreArt by Swatch will take place during the 2009 Venice Biennale, when contemporary artists present their most challenging and interesting work at venues all over the city. CreArt by Swatch contributes to the celebration and will surely be a highlight of the year – so don’t miss this extraordinary event at the Piazza San Marco – June 30th, 2009!