The watch purveyor Swatch intended to bring its brand to life on Friday with an event at art space Royal/T, also known for now as the home of Swatch's new pop-up shop. Hosted with the TTR World Snowboard Tour, the event celebrated the unveiling of this year’s Swatch Art Rules Design contest winner, Marta Zarina-Gelze from Latvia, chosen from more than 3,000 participants in 90 countries, with more than 1,300 design proposals submitted.
Following the ceremony, L.A.-based DJ and radio/TV host DJ Skee spun for the crowd and shared the stage with a surprise musical performer: Warren G.
Guests checked out the latest Swatch collections at the pop-up shop that will be open through the end of May, while scooping up passed hors d’oeuvres and drinks.
The look and feel of the event—and of the MannoMedia-produced pop-up shop over all—was meant to embrace what Swatch calls the pillars of its brand: art, sports, and fashion.
