Emirates Artists Invited to Conceive ‘The Art of Baby Softness’

It’s difficult to argue that there is anything softer than skin as soft as a baby, but what does “Baby Softness” mean to you? How would you interpret it? Is it the warm feathery plumpness of a goose down duvet against your cheek, the gentle bubbling and caress of the Arabian Gulf’s waves against your legs, or perhaps the exquisite feel of a designer leather chair in a luxury European car? This is the question Johnson’s Adult has posed the Emirate’s invigorated art scene to consider, contemplate, and then translate into 3D art creations for a competition and exhibition to find ‘The Art of Baby Softness’ announced today.
From October 1, established and aspiring artists are invited to register at one of ‘The Art of Baby Softness’ supporting galleries and art centres – which include The Jam Jar, Dubai International Art Centre, and Arte Dubai. After registering, artists will be tasked with creating 3D art pieces reminiscent of supple skin – the base not exceeding 30cm X 30cm - from soft-to-the-touch materials, and using a palette of soft, light colours in any possible shape they like.
All artists must submit their work by the November 1 final submission date. The top ten entries chosen by the judging panel will be exhibited at a yet to be announced mall, where the public will be asked judge the baby softness of the artwork using a “Soft-o-meter” tool. The winner will receive a trip for two to Paris, France, where the artist can take inspiration from some of the world’s most famous galleries, including the Louvre – home to works such as the incomparable Mona Lisa by Leonardo Da Vinci, widely recognized as the most famous painting in the history of art.
Roy Armale, Senior Brand Manager at Johnson's Adult said, “At Johnson’s, our perception is that the ultimate in softness is skin as soft as a baby.  This of course is only one perspective, and we were curious to see how others perceive the concept. We decided that collaborating with the artists from across the Emirates would be the perfect opportunity to see how creative minds take the idea of ‘Baby Softness’ and portray what it means to them. I am sure that we are going to see some fantastic ideas come to life over the next month.”
Local Emirati artists have already been commissioned to create art pieces which will be displayed at galleries to inspire artists as they register. One such artist is Moaza Matar, a freelance interior designer and illustrator from Dubai, who specialises in fashion and interior spaces. 
“I was immediately drawn to ‘The Art of Baby Softness’ competition as for me, design isn't just about the products - it's also about conveying ideas, expressions and personality. I draw inspiration from everything around me and I’m not afraid of taking risks. I enjoy every minute of my life and I do it with elegance," enthused Moaza. “I already have a great concept in my mind, which has now taken on a life of its own and is constantly taking shape. I hope it offers encouragement and direction to the other artists and can’t wait to see what they create.”
Updates, including all submissions, will be displayed on a dedicated blog – http://art-of-baby-softness.blogspot.com - for entrants and the general public to peruse, as well as a Facebook page - http://www.facebook.com/pages/Art-of-Baby-Softness/ - for artists to encourage their friends, fans and family to get involved and support the initiative.