SHOCK THE WORLD TOUR @ ZOUK SINGAPORE
SHOCK THE WORLD TOUR @ ZOUK SINGAPORE
Merging extreme sports, street culture, fashion, music and art, Casio G-Shock’s “SHOCK THE WORLD” promotional tour recently paid tribute to the legendary G Shock timepiece in Singapore at Velvet Underground @ Zouk.
This globetrotting project has visited 19 cities in 12 countries, including Paris, Barcelona, Berlin, Mexico City, New York, Shanghai, Hong Kong, Sydney, Bangkok and Tokyo, since it started on 11 June 2009 in London. In each city, tour events feature highlights such as the showcase of the latest timepieces and exciting live performances by popular musicians and DJs who are supporters of the dynamic brand.
In Singapore, the “Shock The World Tour” kick started with a press conference hosted by the vivacious Rosalyn Lee, 98.7FM deejay. The press conference witnessed the presence of the inventor or “Father of G-Shock” Mr Kikuo Ibe, celebrated singer/songwriter JJ Lin, Devilock founder Noriaki Endo and the creative quartet from :phunk, comprising Alvin Tan, Melvin Chee, Jackson Tan and William Chan.
Limited edition collaborative pieces, specially designed by street-lifestyle label SMG (founded by popular singer JJ Lin) in collaboration with Devilock, a renowned Japanese cult street apparel and lifestyle brand, as well as Singapore’s experimental art collective :phunk, were also unveiled at the press conference.
Casio G-Shock recognized the immense talent and great clout these creative powerhouses possessed. From SMG and Devilock to :phunk studio, they all share G-Shock’s international vision and with their standing and significant recognition in the local industry, it made perfect sense for G-Shock to collaborate with them.
Based on their individual brand identities, these artists created one-off designs in limited pieces which were made available for sale locally. The collaborative designs by SMG and Devilock are inspired by the belief that life is a constant battle and being a modern day warrior, one should never give up but continue to fight for our dreams even through adversities.
“Branching out into fashion is considered a huge stepping stone in my career. To be recognized for that by an international giant like Casio and to be involved in this collaboration process is a great honor”, says JJ Lin.
Based on the notion that no idea is original anymore and that there are few true innovators around, :phunk’s design pays tribute to many great geniuses of street art, pop culture and urbane lifestyle and acknowledges that taking inspiration from other people’s work is an act of ingenuity.
“As a design quartet, we are constantly challenging ourselves. Not bound by conventions, this cross-disciplinary project with Casio allowed us to experiment with new visual approaches and realise our vision,” exclaims :phunk.
With the press con coming to an end, everyone got charged up for some heavy-duty partying session that awaited them at the same venue later on that night. As the nocturnal creatures came out to play later on, Asian hip hop band Chou Pijiang, vocalist Alicia Pan, DJ Koflow and break-dancer BBoy Yoshi astonished the G-Shock fans as well as some of Singapore’s hottest celebrities and fashion aficionados with excitement. At the end of the night, it was evident that the crowd had a ball of a night and as for yours truly, she was…well, thanking god for this wonderful job she’s got! ;
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