Shiseido proudly sponsors Nuit Blanche Toronto 2016 with immersive art installation by Robert Montgomery

TORONTO, Sept. 29, 2016 /CNW/ - Shiseido has been recognized as one of the world's leading beauty brands since its inception in Ginza, Tokyo, Japan over 140 years ago. On October 1, 2016 in Toronto, this ever-iconic brand will celebrate its rich history of merging beauty, art, culture, and design as a sponsor of Nuit Blanche Toronto's 2016 program.

Nuit Blanche, Toronto's celebrated all-night, citywide art event, will feature a special project presented by Shiseido titled Beauty vs. the World, a visual and visceral art installation featuring works by Robert Montgomery on view at the Cloud Gardens Conservatory. Shiseido will also welcome Nuit Blanche guests to a pop-up experience and discovery centre in the southwest corner at Nathan Phillips Square.

Both exhibits will be open to the public as part of Nuit Blanche's 2016 programming from October 1 at 7pm to October 2 at 7am.

Shiseido's experiential art installation at the Cloud Gardens includes three text and light sculptures by Robert Montgomery with words by poet Pina Bausch, commissioned by Shiseido. Known for his graphic, text-based art that invades large-scale space with its bold and thought-provoking poetry, Robert's work for Shiseido showcases Beauty vs. the World in striking 3D vision.

"We wanted to incorporate art into this contemporary art event as Shiseido was founded on the fusion of art and science. As for artist, Robert Montgomery - his work feels very akin to the current sense and new direction," said Shiseido creative director Ruba Abu-Nimah.

Nuit Blanche Toronto audiences will also be invited to discover Shiseido's #ShareBeauty campaign at larger-than-life pop-up experience in Nathan Phillips Square. #ShareBeauty offers participants the opportunity to mail a note to someone special with a personal message telling them what makes them beautiful—in their own words. With every complimentary #ShareBeauty card, sent by mail with a sample of Shiseido Ultimune Power Infusing Concentrate, Shiseido aims to spread messages of positivity across the country.

During Shiseido's pop-up experience in the southwest corner of Nathan Phillips Square, Shiseido will offer thousands of visitors the opportunity to send their own complimentary #ShareBeauty care package, experience new Shiseido Rouge Rouge lipstick, take photos, and discover new products.

Shiseido's partnership with Nuit Blanche Toronto engages a new generation of beauty and culture devotees and reinforces the brand belief that beauty is a positive force in the world. This philosophy was introduced as part of Shiseido's global brand innovation in 2016, which features a bold, modern aesthetic representative of contemporary Japan, including a new logo to honour Shiseido's 144-year history in The Ginza district of Tokyo.

Shiseido's renewed brand identity was first revealed one year ago at a gala during Paris Fashion Week, where Robert Montgomery's works were presented alongside the announcement of three new faces of the brand, Enikő Mihalik, Imman Hammam and Asia Chow. The campaign, shot by Mario Sorrenti, celebrates Shiseido's reverence for diversity and individuality.

The 2016 sponsorship of Nuit Blanche Toronto highlights Shiseido's commitment to evolution - a practice in which the brand excels. With 144 years of innovation behind it, this new chapter is one in which truth, a positive voice, and provocative, impactful visuals carry great weight. Coloured with its rich heritage and Japanese values, Shiseido is delighted to share beauty with audiences from Canada and around the world.

"We naturally have the sensibility and aesthetics to feel the invisible through the heart. We feel using all five senses."  - Yoshiharu Fukuhara: Shiseido Honorary Chairman.

#sharebeauty   #nbTO16

SOURCE Shiseido

Image with caption: "Faces of Shiseido's new campaign, Enikő Mihalik, Imman Hammam and Asia Chow pose in front of Robert Montgomery's work in Paris where Shiseido's renewed brand identity was first revealed in 2015. Robert Montgomery's pieces will be shown at Nuit Blanche in Toronto this year. (CNW Group/Shiseido)". Image available at: http://photos.newswire.ca/images/download/20160929_C8631_PHOTO_EN_785416.jpg

For further information: images or quotes, please contact: Katherine Hamilton | katherine@devonconsulting.ca; Alexis Muscat | alexis@devonconsulting.ca; Adrienne Fraser | adrienne@devonconsulting.ca

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