Art and cultural IP licensing specialist ARTiSTORY has signed a global licensing deal with smartphone brand TECNO to collaborate with Museum of Fine Arts, Boston.
Earlier this month, MFA Boston hosted a product launch to unveil the Tecno Camon 19 Pro Mondrian Edition Gift Set, which is described as ‘a perfect example of empowering storytelling through licensing’.
The Tecno Camon 19 Pro Mondrian Edition pays tribute to Piet Mondrian, a 20th century art icon of abstract art best known for his bold and colourful block paintings.
It is the world’s first smart device that uses ‘sunlight drawing’ light technology to allow the phone to change colours in sunlight – creating a device that is both artistic and intuitive.
“Aesthetics in technology are becoming increasingly important for today’s consumer, as they look for a more personal mobile experience,” commented Lucia Liu, chief brand officer at Tecno. “The introduction of the Camon 19 Pro Mondrian Edition makes it possible to achieve the beauty of art through technological innovation as well as to bring art and style to more consumers.”
Debra LaKind, senior director, intellectual property and business development at MFA, continued: “Technology as a canvas is a medium we’ve been exploring for years; with the help of Tecno, we can bring our renowned collections to a broader audience. It’s incredible to see the work of Piet Mondrian serve as inspiration for a completely new kind of smartphone design, one that embraces the true sentiment of abstract art brought to life through technology.”
Yizan He, founder and ceo of ARTiSTORY, added: “In a new era for business, museums promote the cultural value of its collections through products and crossover collaborations. Museum collections are the symbols of human history and civilization. They are the inspiration and the creative wisdom that can bring true values of the brands to the market.”
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