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Independent Swiss watchmaker Oris announced a new partnership with the MUCA Urban Art Festival. The festival takes place in Munich with a series of events and performances. Oris opened the Oris Art Cube on the same evening with a live art performance by Berlin tape artist Klebebande who exploits the theme of space and time.

The new partnership is part of Oris’s #craftingculture campaign, through which Oris is collaborating with a growing community of enthusiasts who, like the company, play an active role in communicating Oris’s independence, craftsmanship and quality, values that have underpinned the company since it was founded in 1904.

Berlin-based collective Klebebande create graphic installations using adhesive tape, a utilitarian product they use to explore the way we interact with materials. The art form is still young, but in two years, Klebebande have produced more than 40 installations, covering building facades, interiors and event spaces. They’ve previously worked with brands including Audi and Adidas.

The Oris Art Cube is a symbiosis between urban street art and watchmaking. Inside, visitors will experience the Oris brand in an unconventional, more challenging. The cube is all about detail. Its proportions are based on the Pantheon in Rome, right down to the hole in ceiling.

MUCA, or the Museum of Urban and Contemporary Art to give it its full name, is Germany’s first urban art museum and was created to enrol street art into art history. Its vision is to build a bridge between the international art scene, artists and the public.

The festival and the Oris Art Cube will be open to the public until August 28. The event line-up includes live music, poetry slams, dance performances, live painting and Germany’s largest calligraphy exhibition. Oris will invite members of the MyOris club to the Oris Art Cube.