Swatch is the main partner of the world’s most prestigious exhibition of contemporary art. The 56th edition opens today May 9, 2015 under the title “All the World’s Futures“
I just come back from Venice where I attended the opening of La Biennale Arte 2015 together with Swatch.
At a press conference yesterday morning at the Teatro Piccolo Arsenale in Venice, Italy, Swatch unveiled its multi-faceted presence at la Biennale Arte 2015.
Swatch Creative Director Carlo Giordanetti welcomed guests from around the world with the fascinating story of the Swiss brand’s torrid love affair with art. The exciting romance that began more than 30 years ago continues to surprise and delight today. “We believe artists can change the world, and we’re totally thrilled to be here in Venice to show you new work by amazing artists and give you an idea of what we’re doing to support art and artists today”, said Carlo Giordanetti. “With the words of Marcel Duchamp: I don’t believe in art. I believe in artists.”
Swatch Creative Director Carlo Giordanetti …
Joining the numerous artists who have worked with Swatch and therefore contributed work to the world’s largest gallery on the wrist are the ubiquitous German contemporary artists Eva & Adele who were present in Venice for the unveiling yesterday.
The Swatch Faces 2015 – Pavilion at Arsenale is an engaging exhibition at Tesa 100 in the Arsenale Nord called Art from the World, where Swatch presents both Eva & Adele and a captivating sampling of life and art at The Swatch Art Peace Hotel in Shanghai. Visitors first encounter Futuring by Eva & Adele, the Limited Edition Swatch Art Special created by the artists in collaboration with Swatch, in a dedicated gallery.
Eva & Adele …
Eva & Adele are contemporary artists based in Berlin.
The duo coined the word “futuring”, turning “the future” into a verb designating a time unfinished, caught up in the process of developing and revealing itself, challenging people to take an active role in shaping their own future. Futuring is also the principle of the artists’ performance, the unquestioned freedom of sexual self-determination that Eva & Adele themselves represent.
Their work has been exhibited in museums and galleries in Europe and around the world, including the MoMA PS1 in New York, the Kunsthaus in Zürich and many other public collections worldwide, although as they say, “wherever we are is museum”.
Indeed, their presence transforms any venue into a museum… 🙂
Eva & Adele commented on their experience in working with Swatch: “We invented the word Futuring and we used it in many different mediums, with drawing and painting and video, and now we are very happy that Futuring is on a Swatch watch and is with us now every minute and every second.”
The Swatch Art Special created by Eva & Adele in collaboration with Swatch is called Futuring By Eva & Adele.
Its gold-colored, glittery dial backgrounds three global messages from the artists, presented in bright pink lettering (their favorite color): World Communicative, Global Plastic, Futuring, and is enhanced by a transparent pink plastic strap with a gold-colored print pattern.
Eva & Adele consider their Swatch to be conceptual and sensual at the same time, inspired by the Eva & Adele Gesamtkunstwerk (total work of art). They see the packaging and the watch as a biographical sculpture. The Eva & Adele heart-head logo at the end of the bracelet represents the performative element of their internationally world-renowned appearances. The Eva & Adele-invented word from 1991, Futuring, which Eva & Adele have used since then as a synonym for performance and art, stands in the centre of the dial and symbolizes the artists’ avant-garde approach.
Futuring By Eva & Adele is available in a limited and numbered edition of 585 pieces for 95 Euro, in a shiny box in pink and gold, with the limited edition number appearing both on the back of the watch and inside the Special Packaging. An unlimited but otherwise identical edition will be available from early June for also 95 Euro.
And here, last but not least, is a video made by Swatch giving you some impressions of the things I saw yesterday in Venice …
La Biennale Arte 2015 in Venice runs through November 22, 2015.