CITIZEN to present "time is TIME," where main plates create a spectacular space of dazzling light, at MILAN DESIGN WEEK 2016

This will be the company's second participation at this event. We are honored to collaborate once again with Tsuyoshi Tane from DGT, who undertook creative direction of the highly acclaimed 2014 exhibit, "LIGHT is TIME." CITIZEN and Mr. Tane have worked together since 2013, to pursue the fundamental theme of "time" through "watches," and Mr. Tane continues to challenge the concept of "time" as "space." This grand-scale "time is TIME" installation invites visitors to ponder the nature of "time."

Exploring the essence of time

"Time" is the only immutable law in the modern times. The original notion that we call "time" is created from the passage of light arising from the movements of the planets.

Under the theme of "time is TIME" this installation will explore the notion of "time" from a variety of angles— how the universe, earth, living creatures, mankind, life and society—are all linked to "time." It will also exhibit various forms of "time," that demonstrate different motions through mechanical and electronic movements.

It is almost a century since our foundation in 1918, and during that time we have explored possibilities, developed technologies, and created designs that broaden choices and new values of watches. To demonstrate it, we will exhibit 18 timepieces which symbolize the concept of CITIZEN design, "Bringing a start to new technologies."

Eco-Drive

It has been 40 years since CITIZEN created the world's first light-powered analogue watch that uses light as a power source. We called this technology Eco-Drive, which converts light into electrical energy.

Eco-Drive has evolved as one of our core technologies that symbolically relates to a concept of light and time.

We hope audience will experience the unique allure of CITIZEN that explores new possibilities for the future of the watch through the development of Eco-Drive products.

*Eco-Drive is CITIZEN's proprietary technology that powers watches using any natural or artificial light source, eliminating the need to replace batteries. Certified as an Eco Mark product for the first time in the watch industry.

Exhibition Overview

• CITIZEN MILAN DESIGN WEEK 2016
• EVENT TITLE: time is TIME
• DATE: April 12 (Tue) - April 17(Sun), 2016 (6 days)
  • April 12 (Tue) - April 16 (Sat) 10:00 -21:00
  • April 17 (Sun) 10:00 -18:00
    Press Preview April 11 (Mon) 15:00 -20:00
    Opening Party April 11 (Mon) 18:00 -20:00
• VENUE: Superstudio Più "Art Point" Address: Via tortona 27, 20144 Milano
• EXHIBITION SPACE: 824 square meters (35 x 24.7 m)
• HOST: CITIZEN WATCH CO., LTD.
• CREATIVE DIRECTION: CITIZEN Design Team x Tsuyoshi Tane (DGT.)
• INSTALLATION DESIGN: DGT. (DORELL.GHOTMEH.TANE / ARCHITECTS)
• TECHNICAL DESIGN: Yutaka Endo (LUFTZUG)
• COMPOSITION, SOUND ART: evala
• SOUND ENGINEERING: WHITELIGHT
• SPECIAL WEBSITE:  http://www.citizenwatch-global.com/g/event2016/milan/index.html

About CITIZEN DESIGN

Over the past century, CITIZEN's design has evolved. We explore possibilities, we develop technologies, and we create designs that broaden choices and new values of watches. When design merges into technologies, that's when design gives machine true life. CITIZEN DESIGN: Bringing a start to new technologies.

About CITIZEN WATCH

CITIZEN WATCH is a true manufacture d' horlogerie with a comprehensive manufacturing process that extends from creating a watch's individual components to its final assembly. The company operates in more than 100 countries around the world. Since its founding in 1918, CITIZEN have held the belief of "Better Starts Now" — that is, no matter who you are and what you do, it is always possible to make something better, and now is the time to start doing it. Sharing this belief, we have made watches, invented and improved technologies and explored the future of watches such as our proprietary light-powered Eco-Drive technology, which originally debuted 40 years ago, and state-of-the-art satellite-synchronized timekeeping

What is MILAN DESIGN WEEK?

Salone Internazionale del Mobile di Milano, one of the world' s largest international furniture fairs, also known as MILAN DESIGN WEEK, takes place every April in Milan, Italy. At the same time, a series of events and exhibitions known as Fuori Salone take place throughout the city. Together, these two events comprise MILAN DESIGN WEEK. CITIZEN will be hosting an exhibition at Fuori Salone.

Installation Theme

"time is TIME"

We wanted to think deeply about the question "what is time?"

Time contains many individual moments, including one we call "Now." It is impossible to make time stand still. People and objects grow old, but time is always new.

It always keeps moving. Keeps changing. It comes, and it goes. This ever changing flow of individual moments is what we know as "TIME."

"time is TIME" is an experimental and experiential installation exploring the idea of time. By using approximately 120,000 main plates, we have created two primary spaces: SPACE A and SPACE B. In these spaces, visitors will have a completely new time experience. In this installation, they will experience time as an absolute and everything else as relative.

15 years have passed since we have entered the 21st Century, and in this time every global event directly impacts our everyday life. Our society has become much smarter and fast-paced as a result of globalization. In this milieu, we have a chance to pursue the true meanings of both the individual moments we experience as "time" and "TIME," the collective passage of these moments. In the "time" that is "Now," all of us on Earth are equally connected to the same "TIME."

"time is TIME" is our challenge in the 21st century to introduce a new vision of "TIME."

Tsuyoshi Tane (DGT.)

Photo - http://photos.prnewswire.com/prnh/20160411/353872  
Logo - http://photos.prnewswire.com/prnh/20160411/353871LOGO

SOURCE Citizen Watch Company of America, Inc.

Related Links

http://www.citizenwatch.com