Manish Arora Will Create Mela For Swarovski To Celebrate Indian Culture

Manish Arora at the Sommerfestival Press Conference with Swarovski’s Kristall Welten

July and August 2017, will see the inaugural Summer Festival of Swarovski Crystal World. The festival is conceptualized by the Cultural Director Carla Rumler and will be co-curated and designed by fashion designer Manish Arora.

The festival will feature a number of artists and designers, working together to create something consisting of bright colours and forms. The festival aims to offer a “Multi-sensory experience”, on the basis of different themes and cultures.

“The Summer Festival offers yet another outstanding opportunity to work with international artists and creative talents to create something new together. The artistic concept links indoor and outdoor areas and integrates existing artworks with temporary installations, while also enlivening the atmosphere through a wide variety of performances and interactive activities Connections are made on all sorts of levels, which is sure to inspire visitors and all participants alike.”, said Carla Rumler.

The park would be decorated with art objects and installations representing the spirit of India along with performances by the Indian dance group, “The Yellow Stripe Dance Company”. The visitors would be presented a wide variety of Indian culinary treats. In August, the open-air Cinema Silver Screen, will include the Indian festival theme, by showing selections from Indian and Bollywood movies.

Manish Arora commented on the festival by saying, “I am particularly delighted that the first Summer Festival is dedicated to my homeland. For me, it feels like an extension of my own life – like bringing my Indian ‘family’ together with my Austrian ‘family’. The Mela is a perfect metaphor for that: a huge community party, with a rich variety of sensations concentrated in the most fascinating way. All of my personal favorite things are happening here together: interesting encounters, music, fabulous food – and of course, art and beauty in abundance. I would like to particularly thank Carla Rumler for giving me this wonderful opportunity.”

The two month event will fill the Swarovski Crystal World with colours, everyday starting from 8:30 to 22:00. Themed installations such as a giant Indian board game as well as various art activities will create as the sense of cross-cultural encounter. Existing art objects with an Indian connection have been given special importance for the festival, such as the crystal Taj Mahal which is part of the FAMOS installation, or a replica of the black stallion “Chetak,”



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