Interview Directory 

ART, BUSINESS

Name: Carlo Giordanetti

Occupation: SWATCH International, Member of the Product and Design Committee. The SWATCH ART PEACE HOTEL, CEO.

"In fact, Swatch has been collaborating with contemporary artist since the very beginning."

How did the Swatch Art Peace Hotel project come about?

The Swatch Art Peace Hotel was born from a desire and an intuition of Nick Hayek, CEO of the Swatch Group, who “fell in love” with this amazing historical building situated in one of the most iconic corners of Shanghai – he imagined this to be the perfect location to bring to a new dimension the love of Swatch for artists and their work. In fact, Swatch has been collaborating with contemporary artist since the very beginning – and being able to offer artist a place to live and work in total freedom, independence and peace is today the most perfect evolution of this relationship.

The Swatch Art Peace Hotel hosts up to 18 artists, from every country of the world and from any artistic discipline, for a period of 3 to 6 months – with a free flow of check in and out so that every artist has the chance to meet and exchange with many different colleagues. This results in a very dynamic, lively and passionate community, and we have seen quite a number of projects coming to life during the residence period, involving several different creative minds.

Carlo Giordanetti, CEO SWATCH ART PEACE HOTEL ©Swatch

What is your mission?

Overall, to nurture artists and give them space and time. I would say it is to make sure the artists are happy, feel considerate, see that we care about them and their work and that the dialogue with them is a fundamental part of why this project exists. In fact, Swatch believes that artists are very important for society, that they are able to ask interesting and challenging questions, that their freedom of expression and point of view are pillars of a free world. Of course, occasionally there is an artist whose work can be relevant to Swatch and it is a great pleasure to be able to offer some of them a form of collaboration with the brand.

Also, we have started to “accompany” some artists in their projects after they have left the Swatch Art Peace Hotel, and we even invite some of them to join us in our projects with world renown cultural institutions: as an example, we invited some of them to Swatch Faces at Biennale Arte in Venezia, or to the “Superamenti” workshops we created with the Peggy Guggenheim Collection. I would then say that another interesting task for us is to maintain the community alive and ticking! 

According to which criteria are the artists selected?

Artists send in their CV and the description of a project they would like to realize while in Shanghai. A committee evaluates all applications and eventually decides on the list of invitees. 

"In the true spirit of Swatch, we have no limits in terms of age, nationality and artistic discipline."

Are these mostly young people. Do you care also personally about them in their later career?

In the true spirit of Swatch, we have no limits in terms of age, nationality and artistic discipline. Everyone is welcome, provided an interesting project is presented and the right energy is there. We are very proud of our approach, which is truly open and transparent! 

And yes we love to stay in touch, to follow them, to keep exchanging and sometimes to support them in their projects. 

Do you also develop watch collections with them and how important is contemporary art for the further development of Swatch watches?

As said, we have started to collaborate with artists a long time ago and this form of expression has become a real pillar of Swatch. We are proudly spotting names such as Damien Hirst, Akira Kurosawa, Nam Jun Paik, Sam Francis, Keith Haring, Annie Leibovitz, Joana Vasconcelos, Spike Lee, Not Vital, David Lachapelle and many many more amongst the artists who created a Swatch – and for sure, we will continue to explore and involve contemporary creative talents. 

"Seeing that one of the residents artist has been spotted and invited to do a major exhibition in Shanghai has been a highly emotional moment."

What was your most beautiful experience in the Swatch Art Peace Hotel?

Dealing with artists is a fulfilling and highly emotional experience, very enriching. There are many intimate moments that I cherish, mainly linked to the exchange and share of emotions. If I had to capture one, I would say the celebration of the Swatch Art Peace Hotel birthday in 2014, when we created a peaceful invasion of the Bund with a street painting event, involving local schools and artists, and having an open doors evening. But also seeing that one of the residents artist has been spotted and invited to do a major exhibition in Shanghai has been a highly emotional moment. 

On a normal working day what is your favourite task?

Definitely, taking on a new creative task! 

Are German artists also allowed to apply for your hotel?

Of course! We have been hosting some already and would be delighted to see more of them. The Swatch Art Peace Hotel is open to all, exactly like Swatch is a brand for all, art passionate and beyond!

Baptiste Desjardin - Copyright: The Swatch Art Peace Hotel

Andy Yen - Copyright: The Swatch Art Peace Hotel

©Swatch