By Allison Watkinson
TLL Reporter
Cultural IP licensing specialist ARTiSTORY has signed a global licensing deal between smartphone brand TECNO and the Boston Museum of Fine Arts.
On July 7, the Museum of Fine Arts hosted a product launch to unveil the TECNO CAMON 19 Pro Mondrian Edition Gift Set.
TECNO CAMON 19 Pro Mondrian Edition is a stylish new smartphone that features works by Piet Mondrian, a 20th-century abstract artist best known for his bold and colorful block paintings. It is the world’s first smart device that uses ‘sunlight drawing’ light technology to allow the phone to change colors in sunlight.
“Aesthetics in technology are becoming increasingly important for today’s consumer, as they look for a more personal mobile experience,” said 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.”
The TECNO CAMON 19 Pro Mondrian Edition has earned two international design awards; the 2022 MUSE Design Award from the US and the A’ Design Award from Italy.
The Museum of Fine Arts is home to many licensed art pieces by Piet Mondrian. It receives more than 1.2 million visitors a year and is considered one of the most comprehensive art museums in the world. Designs from ARTiSTORY’s Rhapsody of Modernism collection take inspiration from many different modern artists, including Piet Mondrian.
“Technology as a canvas is a medium we’ve been exploring for years, with the help of TECNO, we can bring our renown collections to a broader audience,” said Debra LaKind, Senior Director, Intellectual Property & Business Development at MFA.
“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.”
ARTiSTORY, the agency responsible for brokering the licensing deal, is a global licensing specialist that works with brands, retailers, and manufacturers to develop in-depth and unique product collections based on artistic and cultural IPs. It partners with world-leading museums, galleries, science museums and libraries who have millions of artifacts within their collections.
“In a new era for business, museums promote the cultural value of its collections through products and crossover collaborations,” said Yizan He, Founder and CEO, ARTiSTORY.
“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.”