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”.