presented by
WORK BY WES21
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STREETART PROLOGUE FROM 28. April TILL 7. Mai 2010
Street Art and Urban Art are known as a sociological engine in the modern cultural phenomenon consisting of art, design and commerce. Reflection of economical, social and cultural change is an important essence of this young art form. Designers, visual artists, graffiti artists and a number of several further creatives use their “Lebensraum” playfully as a natural screen. However, Street Art is more than just art in open space. Street Art is formative when it comes to the perception of public spaces. Street Art is always related to the nature of its screen and so is the outcome. The atmosphere and infrastructure create an impact on the piece of art and vice versa. Like skateboarding, BMX-riding or Parcours, a professional glance and spotting the area is inevitable. The challenge is to create the best piece of art out of the existing surrounding. All this entails that Street Art does not follow concrete rules. Street Art is defined in a new way everyday – from each of us. Urban Art is used as an umbrella term for diverse art forms during the 21st century where every piece of art is inspired by urban culture and social phenomenon. It is a creative mélange of graphic design, illustration, fine art and graffiti. Urban Art shows mutuality with Pop Art, Land Art, art in public area and commercials. Its form and appearance might change. It can be found in public spaces, galleries and museums. Its approach is inspired by daily life, art, design and urbanity. Created with acrylic, spray can and marker on canvas, print, screenprint, collage and stickers to spread art in public space. Urban Art is not only a form of art – it is subculture. This subculture reaches out to many people regardless of their background. Thus, Urban Art is detached from elitist necessities and open minded. Just as its nature, Urban Art has diffuse followers, it appeals to everyone through its overall presence and leaves its mark. The trend and popularity of Urban Art will become even more influential. Camel as a supporter of Urban Art. Camel’s support of the Swiss Urban Art and Street Art subculture is one-of-a-kind and an outstanding signal for the appreciation and recognition of this lifestyle movement. This engagement is not only a step to link the existing network, it is also a step to more acceptance by the public. Chris Wyer Curator Urban Art Studio
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Fotoshooting for the keyvisual of the Dest Package
WHEN A CIGARETTE BECOMES URBAN CAMEL PRESENTS THE NEW LIMITED EDITION URBAN ART PACKS 25. junE 2010
Urban Art defines the Zeitgeist of many cities and is mostly demonstrated through the use of condensed Lebensraum as its screen. Urban Art is an open gallery without limitation that reaches out to everyone, everywhere. Camel took a deep breath of this Zeitgeist and used Urban Art for its latest campaign. In the past months, Camel initiated diverse promotions while advancing creative projects and artists. With outstanding dedication, Camel made its contribution to the examination of urbanization as a form of art. Several artists got the chance to show their creativity on packs of Camel’s Limited Edition line. This is the story of a famous cigarette making its way through pop culture and urbanity. Discover more – The Story Creator
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Dest Camel Urban Art Pack advertising
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Dest Camel Urban Art Packshots
camel-dest-1-1-7sky.indd 1
Camel Mobile Keyvisual Adaption
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5/20/10 11:21 AM
Dare Camel Urban Art Packs advertising camel-wave-III-220x290mm.indd 2
19.08.10 18:10
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WORK BY TOAST, TASEK AND SHARK
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CONTENT
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CONTENT CAMEL URBAN ART STUDIO THE STUDIO ACTIVITY REWIND Mad hair feat. SHARK IUNA PS_CREATION ICON 73 TOAST, TASEK AND SHARK BLAMBLAMBLAM CREW NIGS534 MARK RINDERKNECHT SPOKE CAMEL billboard LIVE ART SMASH
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WES21 SAFU C-LINE EZRA CITY BEACH LIVE ART CITY BEACH ST. GALLEN CITY BEACH BASEL CITY BEACH BERN URBAN EXPLOSION URBAN ART FOR ALL SCOPE ART SHOW BASEL LIVE ART IN LAUSANNE CINEMA SPOT DEST PRESS MIRROR CAMEL URBAN ART STUDIO VISION 2011 IMPRINT
MAMMA GRÜSLI 11
THANKS TO URBAN ART CONTRIBUTORS: MODEL: MATEJA / FOTO BY: ALESSANDRO FISCHER / MAKE UP HAIR: M-ELLE.CH / COMPOSING: SORBEE.CH / RAWCUT.CH
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URBAN ART STUDIO WHERE ARE MY 15 MINUTES OF FAME? from MAI 2010 till SEPTEMBER 2010
The Urban Art Studio is an open, liberal platform for art to bring artists and their creations forward. Sponsored by Camel, it provides space, working material and technical equipment for both young and already established artists to follow and realize their projects in a motivating vibe. With new artists coming to the Urban Art Studio every other week, a variety of media, techniques and themes are guaranteed. This is the studio’s contribution to build a higher acceptance of Urban Art in daily life.
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THE STUDIO www.URBANARTSTUDIO.ch
THE STUDIO
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The studio includes three bright and spacious rooms, a small factory and a showroom, provided with the ideal resources. The quiet and warm vibe creates an inspiring platform for creative heads. The Urban Art Studio is a free space where nothing comes between ideas and the creative process.
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ACTIVITY www.URBANARTSTUDIO.ch
SHARK bei der Arbeit im URBAN ART STUDIO
SHARK AT WORK
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PS_CREATION in his element.
POLA POLKA & SAFU painting a new wall piece.
PS_CREATION wall piece.
REWIND work on wood panels.
Painting Action by RIPS1.
Painting from REWIND.
IUNA works on wood.
IUNA at work in the studio.
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REWIND www.eskey.ch
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mad hair feat. shark www.madhairstyling.ch
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IUNA www.IUNA.ch
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PS_CREATION www.MYSPACE.cOM/PS_CREATION
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ICON 73 www.flickr.com/photos/icon73
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TOAST, TASEK AND SHARK www.TOASTONE.cOM
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BLAMBLAMBLAM CREW www.BLAMBLAMBLAM.ch
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NIGS534 www.534.ch
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MARK RINDERKNECHT
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SPOKE www.SPOKEILLUSTRATIONS.ch
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SMASH AT WORK
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camel BILLBOARD LIVE ART in zUrich And luCernE FROM 28. April TILL 7. Mai 2010
In spring 2010 Camel chose an innovative billboard campaign in Zurich and Lucerne. Camel disclaimed the ordinary billboards and chose young artists to paint unique pieces of art by hand at Zurich Langstrasse, Zurich Stadelhofen and Lucerne Löwengraben – only the Camel logo gave a hint to the campaign’s initiator. Within seven hours, each of the billboards were painted by diverse famous and emerging Street Artists. The pieces that have not been stolen within the next two days were put on canvas to provide a new screen for further artists. The remaining, not stolen artworks could be won at a lottery. These Live Paintings not only allured media and the audience, they made another big step in the acceptance of Urban Art in Swiss public.
THIS CAMPAIGNS CONCEPT IS BY COMMUNICATION AGENCY FS PARKER AND CARRIED OUT TOGETHER WITH RAWCUT.
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smash 137 www.smash137.net
Smash137 is held good for being one of the best graffiti artists in Switzerland. In 1990 his career started in Basel. Ever since then he became an international renowned artist who made his way into countless galleries worldwide. As part of the prestigious Montana writer team his artwork was shown in Berlin, Melbourne, Dubai, Sao Paolo and New York. Also, his pictures have been published in several books and magazines. In 2009, he released the book “Smash Proof ” – an autobiography of his career so far. If you travel by train through Basel, you might see his graffiti’s along the SBB-tracks that already became a part of Basel‘s culture. Smash137 campaigns for open spaces for graffiti and so called “Hall of Fames”.
SMASH in Action at the trainstation Stadelhofen
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TRAINSTATION STADELHOFEN - 30. April 2010
LANGSTRASSE - 28. April 2010
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WORK BY SMASH
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Mamma Grüsli www.gruesli.com
Natalia Gianinazzi aka “Mamma Grüsli” is a 32-year old toy and graphic designer who grew up in beautiful Ticino but nowadays lives and works in Zurich. Ever since founding her Grüsli project in March 2003, Mamma Grüsli gave birth to more than 900 stuffed animals. Each of them is handmade single pieces. Natalia wants to create an individual style that reflects different characters – a family far away from boarders and religion.
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TRAINSTATION stadelhofen - 3. Mai 2010
LANGSTRASSE - 7. Mai 2010
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wes 21 www.myspace.com/wes21stylez
Wes21 is maybe one of the most talented graffiti artists. Born in Ipsach / Biel, he is always seeking for perfect trashy esthetics and mixes graphic design with photographic realism on wall and canvas. As an active member of the art association “Schwarzmaler”, the distinctive definition in his graphics is outstanding. His latest piece called “Birds” can be seen at the just opened club “Plazza” in Zurich.
Detail from WES21 at the trainstation Stadelhofen
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LUCERNE - 28. April 2010
LUCERNE - 30. April 2010
TRAINSTATION stadelhofen - 5. Mai 2010
TRAINSTATION STADELHOFEN - 5. Mai 2010
Langstrasse - 3. Mai 2010
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WORK BY WES21
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Safu www.rawcolor.ch
Sarah Furrer aka Safu is an extraordinary young talent when it comes to Urban Art and is a member of the Art and Design association RawColor. She lives in Lucerne, where she also graduated from HGK Lucerne as a graphic designer. Her favorite utensils are black pens, ink and Molotow markers – with those she paints perfect lines within her outstanding illustrations. For her, the biggest challenge is to draw the first line as the whole painting depends on this one. In Safus artworks, influences from several subcultures, Street Art, graffiti and music can be found. Her unique style creates an intense fusion.
Suisse medias like FRIDAY are very interessted on the young artist SAFU.
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Trainstation stadelhofen - 28. April 2010
Langstrasse - 30. April 2010
Lucerne - 5. Mai 2010
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c-line www.celine-quadri.ch
Celine Quadri, aka C-Line is a 28-year old artist based in Zurich, Switzerland. Her artworks have been shown in galleries, design stores and exhibitions in Switzerland and Germany. In 2006, she received the “Passion is Fashion” Award from Pussy Deluxe and further designed several shirts for Carhartt’s Spring/ Summer collections in 2007 and 2008. Her paintings show strong colored circles and figures on canvas that all pool in clear lines. With her extraordinary way of painting she highlights the human body and animal kingdom with excitement to surrealistic agility.
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LANGSTRASSE - 5. Mai 2010
Lucerne - 7. Mai 2010
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WORK BY C-LINE
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Ezra one www.ezraone.ch
Ezra’s graffiti artworks are varying from realistic paintings, letters and cartoons and are well known in Switzerland and abroad. 14 years “in business” he has seen and done a lot. Since 2005 Ezra is an official member of the Marshall-Art platform and participates in exhibiting together with other graffiti artists. Also, he is member in three different Crews: HEM (Hecho en Mexico, Mexico), TPA (The Public Animals, worldwide) and NN (Nonames, California, USA). Ezra describes his style as a mix of “Wildstyle” and 3 Dimensional – with light effects and shading, he gives his artworks a plastic look. EZRA decorated with his action at the trainstaition Stadelhofen a doppel page of the Suisse free Newspaper 20 MINUTEN.
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LUCERNE - 28. April 2010
TRAINSTATION STADELHOFEN - 7. Mai 2010
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BEFORE THE ART IS STARTING
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CITYINBEACH LIVE ART BERN, BASEL AND ST. GALLEN FROM MARCH TILL AUGUST 2010
In spring and summer 2010 the Citybeaches in St. Gallen, Berne and Basel were settings for even more Urban Art events. An eight-meters long and two-meter high wall was built out of small wooden panels and was being painted and sprayed by Street artists from all over the world within one week. Lucky guests in the audience who stayed till the end of the event got the chance to take the artworks on a panel with them. Each panel was sprayed with a Camel Icon on the back.
PLANNED AND ORGANIZED BY COMMUNICATION AGENCY FS PARKER, CARRIED OUT BY RAWCUT.
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Safu & amadeus WALTHESPÜHL CITY BEACH ST. GALLEN
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18. märz 2010
SUKI BAMBOO, SHARK & MAGIC
2. April 2010
CITY BEACH BASEL
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wes 21 CITY BEACH BASEL
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30. JUNI - 07. juLi 2010
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INNOCENT INK CITY BEACH BASEL
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23. - 26. juni 2010
C-LINE
23. - 26. Juni 2010
CITY BEACH BERN
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SHARK & JAN EICHENBERGER CITY BEACH BERN WWW.MAPHIA.CH
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30. juni - 3. Juli 2010
DOSEY
07. - 10. juli 2010
CITY BEACH BERN WWW.ONETRUTH.CH
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RIPS1 is painting in CAMEL smoking lounge
URBAN EXPLOSION VERNISSAGE, LIVE PAINTING aND PARTY IN the VBZ WERKSTÄTTEN 15. MAI 2010
The private view “Urban Explosion” built a new form of mediation in the urban area of Zurich. Visitors experienced sensual fireworks in a non-elitist environment and felt the vibe of art being inspired by urban culture and other social phenomenon. Urban Art is already established in cosmopolite metropolises such as London, Berlin, Paris, Los Angeles and New York. To provide access for Zurich’s audience, a Live Painting Show with an After Party took place in VBZ Werkstätte on May 15, 2010. True to the slogan “art for everyone” there was – of course - no admission fee. Live Paintings of well-known artists like Shark, Cruze and C-Line captivated the audience that followed every creative step of the process of the artwork. This unique event created a bond between artists, audience and the artwork and thus gave an answer to the question “What is art?”. To integrate the audience and to let them interact, a light graffiti corner was built where pictures were taken with time exposure. This private view succeeded to overlap performance, exhibition and party.
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WES21 and SAFU two from 8 Artists who are standing in the middlepoint of the press and the audience
Speaking of party – the after show party with Jan Delay aka DJ Flashdance as main act was another big success. Delay, whose records have always been chartjacker brought a mix of Funk, Disco and Electronic music to the partying crowd. With him, Urban Explosion found a true star to collaborate. After his success in rap bands, Delay became an incomparable solo artist in German Funk and Raw culture. Besides Jan Delay, DJ Haitian Star, Tony Smash FX and Katakombot played their unique sound supported by Life Visuals from VJ Suprapto.
THE URBAN ART GIG AS WELL AS THE SPONSORING BY CAMEL WAS CARRIED OUT BY FS PARKER AND RAWCUT.
C-LINE in ihrem Element
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C-LINE
WES 21
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PASE
SHARK
CRUZE
SAFU
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Workshop Members are doing there best on the canvases
URBAN ART FOR ALL WORKSHOP WITH URBAN ART ARTIST SHARK from April 2010 till August 2010
To make Urban Art accessible for people outside of the subculture and to boost its appreciation, Street artist Shark came to visit the employees of JTI Dagmersellen. Within this one-day workshop the employees were invited to spend their coffee break while either helping out being creative of just being the audience. No application was needed – whoever wanted to join was more than welcome. After the lunch break, Harun Dogan aka Shark informed the highly interested audience in a short speech about origin, history and motivation of Urban Art. Additionally a short documentary movie along with books was shown. The theoretical part of Shark’s visit was followed by the practical part where everybody was invited to experience Urban Art. Participants could allow their creativity free play on two canvasses and thus the lecture became an interactive workshop that brought up some undiscovered talents. Both the canvasses and the utensils remained at JTI Dagmersellen to offer the employees space and time to be creative for the following weeks. That experiment showed that even shy “artists” demonstrated their creativity.
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Urban Art Artist SHARK is holding a speech about the Urban Art and the Graffiti Culture
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SCOPE ART SHOW BASEL Art Fair Basel for young and unknown artist International famous art fair Scope has its branch in Basel since 2007 along with New York, Miami, London and The Hamptons. Known for being young and dynamic but also known for inviting talented newcomers to its Contemporary Art section. Scope’s organizers created a fair where passive visitors become art consumers. With this understanding, in the past years Scope became a serious competitor for Art Basel, which is taking place in the same time. With Scope’s move 2011 to a historic 5.000 sq.m caserne it will be even closer to Art Basel and thus disburdens commuting between both fairs.
PLANNED AND ORGANIZED BY COMMUNICATION AGENCY FS PARKER, CARRIED OUT BY RAWCUT
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TIKA FEAT. BEN & Julia
17. JUNI 2010
www.myspace.com/tika_tgs www.benandjulia.com
The creative collaboration between Tika and Ben & Julia started at this year’s Scope. Tika finds her roots in gipsy lifestyle as she lives and travels between Berlin, Zurich, Rio de Janeiro, Cairo, Mexico, New York and several other cities. During her studies at “Hochschule für Kunst und Design” she found her reduced graphical style where she combines Geishas, Aztec, Indio, Pharaohs, gypsies and mermaids as her main figures. Of course she found inspiration while traveling. Not only human figures – also animals such as tiger, peacock, owl, fox, hummingbird and fish can be seen in her paintings. One feature though always stays the same: her figures have extremely long arms and legs. Ben and Julia are a French Swiss multi disciplinary duo. After graduating from Central Saint Martins, Julia is working as a producer and graphic designer for MTV and as art director for television and several other media. Ben is working as director, copywriter and VFX artist for several agencies in Paris after graduating from “Isart Digital” where he studied CLCF editing and 3-D animations. In 2006 Ben and Julia merged and started creating colorful artwork and combine life shootings, drawings, pieces of commercials, music videos and animations. The list of clients seems as diversified as their artworks: MTV, Swatch, St. Michel, Tissot, RATP, Olympic Museum, Atari, Microsoft, Sega, EA… Their works have been published in several books and magazines.
Wall Details
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SORBEE und SAFU bei gef체hlten 50째 bei der Arbeit im Schaufenster
SHARK
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SAFU
SORBEE UND RIPS
das Endprodukt des Schaufensters Nummer 2
LIVE ART IN LAUSANNE LIVE PAINTING BY SHARK, SAFU, RIPS1 UND SORBEE 25. juni 2010
JTI’s category manager mandate in Naville kiosks lead to a very special live painting event in the Frenchspeaking part of Switzerland to spread the message of Camel Urban Art in Lausanne. Shark, Safu, Sorbee and Rips1 spent a day behind two big Naville shop windows in Lausanne’s historic center to paint and form for the city’s excited audience. Because of the nice weather, many people spent their lunch breaks outside and stopped by to watch the young talents painting and building inside the kiosk’s shop windows. The artists wore Camel shirts and painted underneath a Camel “New Urban Art Packs” banner. At the end of the day, two extraordinary artworks with the artists’ unique styles melted to one big artwork like it has never been seen before. Sponsored by Camel. The happening resulted in media coverage about Camel Urban Art throughout Switzerland. Mission successful!
THIS CAMPAIGN WAS DEVELOPED BY COMMUNICATION AGENCY FS PARKER AND CARRIED OUT TOGETHER WITH RAWCUT.
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Clipping from the movie spot from the Dest Package Design
CINEMA SPOT DEST DEST CREATES THREE DIVERENT URBAN ART PACKS from April 2010 till August 2010
The cinema spot has been created by Communication Agency FS Parker to provide a Marketing tool for the launch of the Dest Packs. Sketches and drafts from the Camel Limited Package Design built the initial position and were then realized with a 3-D program by FS Parker. With this spot the consumer has the opportunity to follow each and every step of the creative process of the Dest Packs. Additionally, a blackbook shows every step from pencil-sketches, coloration and the final design. The process of this visual urban world touches the viewer’s emotions and can also build a constructive examination of Urban Art and its protagonists.
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PRESS MIRROR all about the urban art studio from March till AUGUST 2010
Urban Art meets Zeitgeist and excites, that does not need to be proven any longer. Looking back to past year’s press, numerous articles in countless media – both consumer and specialized press, print and online - reported on the campaigns of Camel Urban Art Studio. Just to name few: 20min, Blick, Kinki magazine, Si-Style, Ronorp, Amateur magazine, TV Zueri Plus, Paint-Club-Blog and many more.
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SHARK Camel Urban Art preview Packshots
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VISION
CAMEL URBAN ART STUDIO 2011 After the successful start, we are pleased to announce that the project Camel Urban Art 2011 will go on – even more vivid and explosive! Get surprised by more Urban and Street Art at The Camel Urban Art Studio and be part of one of the numerous side events. In 2010, 40 Artists from all over the world became part of many projects at the studio. Not by the number of people we want the studio to grow but with innovation, message and relevance we want The Camel Urban Art Studio a further growing success. Thus, also 2011 we will be working hard to create further links between art, music, fashion and lifestyle to generate even more new and breath-taking output. We are looking forward to working with a bunch of new and old artists and creative people to push Urban Art 2011 even more. To great networking, creative collaborations, fantastic artwork, thought-provoking ideas and urban poetry! Color Up 2011! Harun “Shark” Dogan & Chris Wyer Curators Urban Art Studio Camel Team Swiss Market
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IMPrint www.urbanartstudio.ch
// CONCEPT, CREATION AND CAMPAIGNS FS PARKER HOHLSTRASSE 190 CH-8004 ZÜRICH FSPARKER.CH // CURATION URBAN ART STUDIO RAWCUT CREATIVE STUDIO GMBH ALLMENDSTRASSE 125 / VILLA MANEGG CH-8041 ZÜRICH RAWCUT.CH //PUBLISHING CAMEL / JTI SCHWEIZ PROJECT MANAGEMENT: JULIA GALKA BASELSTRASSE 65 CH-6252 DAGMERSELLEN // CAMEL BOOK GRAFIC & DESIGN RAWCUT CREATIVE STUDIO GMBH // PUBLIC RELATION PRFACT WWW.PRFACT.CH // PHOTOGRAPHY ALESSANDRO FISCHER.CH MARKUS MEQ FISCHER MEQ.CH STEFAN KÜNZLER TIZIANA ARTEMISIO MAURIN CRAMERI ALOIS JAUCH NOEL BELLOTTO CAROLINE SIDLER //PRINT DRUCKFABRIK ZÜRI GMBH LANGSTRASSE 149 8004 ZÜRICH DRUCKFABRIK-ZUERI.CH //COVER ILLUSTRATION CORINNE WEIDMANN AKA. IUNA
CAMEL.CH JULIA.GALKA@JTI.COM LIMITED EDITION / 100 PCS. THANKS TO ALL ARTIST AND CONTRIBUTORS