New York City’s iconic skyline will soon be receiving an artistic makeover as many of its water tanks become the canvases of prestigious visual artists like Jeff Koons and John Baldessari. The Water Tank Project, launched in summer 2014, is not only raising awareness around the world’s water crisis, a pressing social issue— but also uses art as its tool to inspire and educate. (Image courtesy of TheWaterTankProject.org.)
Sparked by founder Mary Jordan’s drive to promote water conservation and sustainability practices, the Water Tank Project is attracting the attention of influential artists and businesses across the country. By commissioning artists to depict their interpretations of the water crisis on the tanks, and by collaborating with strategic corporate partners with an interest in communicating the same message, The Water Tank Project is sure to make a splash throughout the city.
One corporation that took an interest in the project early on was Swatch, the famous wristwatch manufacturer. The company has offered its financial support to the project, and also chose the artists for ten water tanks receiving a makeover in Swatch’s name. In addition, Swatch designed a one-of-a-kind watch called “The Art Drop” to further raise awareness and funds for the project—a portion of proceeds from the sale of the watch will go toward sustaining the project’s run in New York City.
Swatch’s collaboration on the Water Tank Project is a partnership with the entire city of New York. As a company that fosters creativity through its watch designs, Swatch recognizes the powerful impact that the arts can have in sharing the message of the company’s values as well as enhancing its brand. As a representative from Swatch commented, “In becoming a partner with The Water Tank Project, we are uniting Swatch artists from around the world. These are talents who represent Swatch through their creativity, energy, vision, and ability to express a message.”
Keep your eyes to the skies, New York! The slated 150 water tanks, including 10 from Swatch, will be dotting the skyline through November 2014, serving as an everyday reminder to conserve water, and as a reminder of the powerful synergy and impact that arises when arts and business communities find shared value through collaboration.
To read more about The Water Tank Project, its artist and supporters, visit the website.