Shiseido conducts Nuit Blanche promotion
Cosmetics company Shiseido recently conducted a sponsorship initiative in association with the Nuit Blanche arts festival in Toronto. The promotion consisted of an art project called "Beauty vs. the World," located at the Cloud Gardens Conservatory and featuring light sculptures by Robert Montgomery and poetry by Pina Bausch. The company also operated a branded temporary installation at Nathan Phillips Square called "Share Beauty" at which participants were invited to mail a note to someone with a personal message about their beauty. Recipients will also receive a sample of Shiseido Ultimune Power Infusing Concentrate. The installation also displays a range of the company's products. The two installations were in place for the duration of the all-night festival, which ran overnight from Oct. 1 to 2.
"We wanted to incorporate art into this contemporary art event as Shiseido was founded on the fusion of art and science," said Shiseido creative director Ruba Abu-Nimah. "As for artist Robert Montgomery, his work feels very akin to the current sense and new direction."