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Move aims to foster youth creativity through art
ARTS | AGENCIES | BIC, the French manufacturing corporation of disposable items, renowned for its dedication to nurturing youth creativity has introduced a groundbreaking initiative by unveiling its inaugural art gallery in the Metaverse in Africa.
The metaverse is a loosely defined term referring to virtual worlds in which users represented by avatars interact, usually in 3D and usually focused on social and economic connection.
This initiative stems from BIC’s Art Master Africa competition, which encourages artistic expression using the iconic BIC ballpoint pen.
The gallery will feature artworks from artists across Southern, Eastern, and West Africa throughout the year. Visitors will have the opportunity to explore these creative masterpieces crafted with the iconic BIC Cristal ballpoint pen, immersing themselves in the vibrant world of African art.
Art enthusiasts will have the chance to purchase physical versions of the exhibited artworks, providing vital support to emerging talents within the region and fostering a thriving artistic community.
As a global leader in stationery, lighters, and shavers, BIC has been synonymous with simplicity and joy in everyday life for over 75 years. The company’s commitment to providing high-quality, affordable products has made it one of the most recognized brands worldwide, with its products sold in over 160 countries.
Greg Alibaux, Marketing Director for Middle East and Africa at BIC, expressed his enthusiasm for the project, emphasizing the company’s dedication to self-expression and creativity. He highlighted the significance of Art Master Africa in empowering youth and showcasing talent from the region. The decision to launch the gallery in the metaverse reflects BIC’s commitment to merging creativity with technology to amplify African talent.
This year’s collection will feature artworks by talented artists such as Nosakhare Igbinosa, Hezekiah Okon, Moses Oyeleye, Dumbor Debeeh, and Victor Onyemuwa, among others. The sixth edition of Art Master Africa will commence in Africa and the Middle East, building on the success of previous competitions.
Art Master Africa challenges participants to create captivating artworks aligned with central themes using BIC ballpoint pens. Past themes like “Celebrating Africa” and “Enchant Everyday Life” have inspired iconic artworks reflecting the richness and diversity of African culture.
Through initiatives like Art Master Africa, BIC celebrates the creativity and originality of African artists, providing them with a platform to showcase their talent and gain exposure. By supporting human expression through art, BIC underscores its commitment to fostering creativity and innovation in Africa and beyond.
This project is not BIC’s first foray into the metaverse. Just last month, the company unveiled BIC DrawPlanet: Go Make WOW on Roblox, a virtual social experience. This follows BIC’s previous ventures into digital realms, including the introduction of the Supercampus game in Roblox, developed in collaboration with Walmart, 3M, and Crayola back in 2023.
