Time To Art: Swatch takes over Milan’s Via Montenapoleone

Swatch loves bringing art to the people. Remaining true to its commitment to support young artists, the Swiss watchmaker’s TIME TO ART exhibit is taking over Milan’s signature street, Via Montenapoleone, from the 5th to the 13th of April. 

Art and memories are connected: art is a way through which emotions and perceptions of the unconscious leave unforgettable traces of memories. 35 years and yet feels ageless: from April 5th to April 13th 2018 Swatch celebrates its birthday in the famous Via Montenapoleone in Milan with a special open-air exhibition entitled TIME TO ART, remembering throughout the years, the success of the Pop watch brand worldwide and its love for Art.

A walk through time and a genuine experience: in two parts, the viewer is invited to getting closer to Art and to interact with TIME TO ART: in the first event, the artist Stefano Ogliari Badessi S.O.B. will create SPACE AND TIME, a pleasant and surreal installation that connects time, Art and people. The second event, will host a coloured photographic set, directed by the Spanish artist Xepo W.S., where guests can have an intense portrait, becoming part of the FACES OF MILAN project.

Finally, in the courtyard of the Montenapoleone VIP Lounge, next to the Swatch Flagship Store, will be displayed 24 Maxi Swatchs, customized by twenty-three students of the European Institute of Design of Milan together with their teacher Massimo Giacon, in addition to a White Maxi Swatch available to visitors: a white canvas to paint, and to be one of the first to be present at a TIME TO ART.

Venue: Via Montenapoleone, Milano (Italy)

Event: April 5 to April 13, 2018, daily 9:00 to 21:00, free entry.