Swatch is famous for its exciting collaborations with contemporary artists and designers. Now, the Swiss watchmaker has expanded its partnership with ITS - International Talent Support, the leading showcase for young designer talent. Already a supporter of ITS in 2013, the Swiss watchmaker has ramped up its commitment and invented a new contest category for the upcoming 13th edition: ITS ARTWORK.
Now in its 13th year, ITS invites young designers to indulge in “Lucid Dreams” and set their creativity free. ITS 2014 calls on young talents from the world’s leading fashion, accessories and jewelry schools to submit their best work in one or more of three categories: ITS FASHION, ITS JEWELRY and ITS ACCESSORIES. The new contest, ITS ARTWORK, is open to participants in ITS 2014 who have enrolled in one of the existing categories. The content of each participant's portfolio (and what lies behind it) will be evaluated and will give them a chance to become an ITS ARTWORK finalist.
Often defined as “the biggest art gallery in the world”, Swatch is renowned for its involvement in the worlds of design and the arts in the broader sense, from fashion to movies, music, cooking, sculpting, painting, cartoons and photography—an unprecedented phenomenon not only in the watch market, but in the world of lifestyle accessories in general. The new contest has its roots in this 30 year history of working together with extraordinary creative minds. Swatch recognizes that the ideas and visions of young designers are remarkable and unique, and ITS ARTWORK asks them to articulate their artistic vision. Finalists will be chosen by the Swatch jury and challenged to develop an artistic project.
The jury of the ITS Artwork section, invited by Swatch, will be composed of a very eclectic set of personalities, all expressing a meaningful and unique point of view in their own field of expression. Ranging from a perfume creator to a truly unique couple in the world of style and preforming arts, a lady of style, a pop music star and a historian with a passion for Dada, they support a project with multiple facets, multiple nationalities and multiple glances, ready to be fascinated by the work of young talents, in the true Swatch spirit.
To ITS ARTWORK 2014 finalists Swatch offers the opportunity to depict their own point of view on the brand. They will be asked to tell a story, either from their own perspective or through the eyes of a fictional character—a princess, pastry chef, eco-warrior, mad scientist… The brand is looking for a “representation” of the world of Swatch through the eyes of young designers—a visual without limits or boundaries, made of materials, images, pictures, drawings and words, dimensional and intriguing. Swatch’s challenge to young designers: “Unleash your fantasy. Make us dream!”
The Finals of ITS 2014 will take place on 11-12 July, 2014. Up to ten ITS ARTWORK finalists will be invited to Trieste, Italy, to display their artistic brainchild in a dedicated exhibition.
Commenting on ITS ARTWORK, Swatch Creative Director Carlo Giordanetti recalled the Swiss watchmaker’s history. From the start, its democratic positioning helped Swatch redefine the watch as something whose role in society goes well beyond telling time. Every Swatch is a statement of taste and up-to-date sensibility, a continuous search for newness and innovation that never forgets the brand’s DNA—joie de vivre, positive provocation, a sense of humor and “the innocence of a 6 year old”.
“ITS,” said Carlo Giordanetti, “offers an amazing window on the world of young designers. It shows us how they think and see the world. The most interesting thing for us is to scout these incredible talents, to see the power of young people and let them inspire us and inspire how we make our products. We are curious about how they look at the world, and especially about how they see Swatch.”
The winner of the ITS ARTWORK contest earns the SWATCH Award: €10,000 and a remunerated internship at the Swatch Group Creative Lab in Zurich.
For ITS ARTWORK contest details please visit http://www.itsweb.org/jsp/en/artwork/index.jsp.
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