The brand identity is condensed in its symbols. But it is in the brand culture where the active principles that allow them to be updated, kept alive and integrated into new cultures and contemporary contexts are found.

The great brands are obliged to ” re-tell themselves ” permanently in order to maintain their relevance. Updating their languages and values. And also their symbols. The key: revitalising their connections with new generations and their cultures. Opening up to their interpretations, incorporating their new sensibilities, reflecting their new outlooks. Connecting with one of the great ” Nadie’s obsessions”: the contemporary.

TOUS is a paradigmatic example of this capacity of leading brands. The firm, which is a well-known international jewellery reference, took advantage of its 100^th anniversary celebration to revitalise its connection with the new international creative generations, updating its close relationship with the youngest targets, art and design. An artistic project curated and directed by Nadie: 100×100 TOUS.

We selected 10 international creators and 90 students from the best global art and design schools. We put the brand’s icon, the Tous Bear, in their hands so that they could interpret it with their personal creative styles and through the most diverse disciplines: graphic design, illustration, painting, digital illustration, animation… A total of 100 works, 100×100 Tous, which were exhibited in 10 emblematic Tous shops in different countries, as well as on the digital platforms and captured in a limited edition of products.

In the words of Marta Tous: “Our objective was to take advantage of our anniversary to connect Tous with new ways of brand creation. To project our legacy into the contemporary world. Nadie gave us that connection: placing Tous in a fresh, innovative and open international creative context. We achieved this thanks to their work as curators, working hand in hand with us and our teams. Building a new dynamic of interaction with established creators, almost unknown artists, international design students and with the new generations of clients, the most creative and restless, which has brought undoubted value to the brand”. As for the result, she says: “We identify ourselves so much with the result that we have extended it to all our platforms, we have created limited series of products, we have extended it over time… And we have also enjoyed the process”.

A movement guided by tenderness, art and collaboration, with the participation of the London College of Fashion (London), Elissava (Barcelona) and the Instituto Europeo de Design (Madrid).   As well as participating artists from Spain, USA, Portugal, Mexico and Russia: Brosmind, Studio Posti, Martin Satí, Laprisamata, Aheneah, Violeta Hernández, Melissa Ely Ely, I am ira, Emily López and Craig&Karl.

Company website: www.tous.com