Artketing: Mr. Brainwash for Hublot

The French street artist Mr. Brainwash created an installation for the opening of Hublot’s Bal Harbor Boutique in Miami during Miami Art Week, wrapping the entire facade with his work but also intervening on presentation stands inside the boutique and even creating a one-of-a-kind Hublot timepiece with a presentation box.

He is the second artist to collaborate with the Swiss watch brand. Last year, Brazilian artist Romero Britto designed a special box shaped like a football for the Big Bang Unico Bi-Retrograde Chronograph, a limited edition timepiece. Mr. Brainwash is the artist behind Madonna's "Celebration" album cover and is the star of the Banksy movie, "Exit Through the Gift Shop."

“We wanted street artists first,” Jean-Claude Biver told Blouin Lifestyle about the choice of artists, “they are young, disruptive and different… disruptive is, for me, very important.”

Biver said the company will have further collaborations with artists. “We’re adding a new universe (in terms of brand communication); doing with art what we do with football,” he noted.

as first published on BlouinArtinfo.com