Swisscom and the Fondation Beyeler bring a real Picasso into a Swiss living room

As unique as the artist Picasso, as unique is the joint action of the Fondation Beyeler and Swisscom #myprivatepicasso. The masterpiece Buste de femme au chapeau (Dora) from 1939 from the renowned Beyeler Collection will be loaned to a private household in Switzerland for one day on April 16, 2019. Whether it's a large family, a student flat-sharing community or a single household, everyone living in Switzerland has the opportunity to apply for this extraordinary campaign from March 19 to April 1. A public vote and a jury made up of representatives from the Fondation Beyeler and Swisscom will decide who gets to take the painting home for their original idea.
 

The networking and secure transmission of sensitive data via the Swisscom network make it possible for such a valuable painting to enter an ordinary Swiss home - outside a museum environment. This means that security experts from Swisscom and the Fondation Beyeler can monitor the painting at all times and receive the painting's important environmental data on an ongoing basis from a networked frame. For the #myprivatepicasso campaign, Swisscom and the Fondation Beyeler have developed a smart picture frame for the masterpiece Buste de femme au chapeau (Dora) that, among other things, measures the ambient temperature and humidity, determines the painting's GPS position or sounds the alarm in the event of unauthorized movement.

Pablo Picasso (1881-1973) is the most famous artist of our time. As the most influential artist, his works hang in the world's great art museums. In the current Picasso exhibition at the Fondation Beyeler, visitors gain insights into the so-called Blue and Pink Periods of the artist. The paintings of this creative period are among the most beautiful and emotional of modern art. The exhibition at the Fondation Beyeler is celebrated as one of the cultural highlights of the year in Europe. The purpose of the foundation, Switzerland's most visited art museum, is to communicate modern art to the general public and to awaken young people's interest in art. The Fondation Beyeler and Swisscom are cooperating to bring Picasso closer to the Swiss people.

The exhibition "The Young Picasso - Blue and Pink Period" is organized by the Fondation Beyeler in cooperation with the Musées d'Orsay and de l'Orangerie, Paris, and the Musée National Picasso-Paris.

#myprivatepicasso was created in co-creation between Swisscom and the Fondation Beyeler. The agencies Heimat and Wirz/BBDO supported the two partners in the fine concept and production.