JTI
Art Curation
Japan Tobacco International(JTI)art curation porject with Head-Office Communication, 2020
The JTI Tongi Manufacturing Factory art curation project involved incorporating visual art communication of the world-leading cigarette brand into their new office space in Dhaka. Japan Tobacco International (JTI) is a significant foreign investor in Bangladesh’s economy, aiming to establish its presence in the country’s private corporate sectors. The project aimed to blend regional context with global connections. JTI redesigned their branding strategy and aimed to convey emotions, togetherness, accountability, and a vision for a new way of life. The project focused on valuing the company’s branding while incorporating the language of art into the business environment. A budget was
allocated for artists and space was provided for artwork. A workshop was organized with various visual artists, including animators, filmmakers, photographers, comics artists, graffiti painters, graphic designers, and architects. The artists collaborated with company officials to apply JTI’s brand guidelines in contemporary visual art approaches. For example, in section A of the factory office, Saiyad Fida Hossain’s painting We are only human interacted with the design of the JTI Geneva headquarters in Switzerland. The artists and company officials worked together to execute the project. Notable contributors included Sayed Fida Hossain, Pervaj Hasan Rigan, Tamanna Tasneem Supti, Faiaz Rafid, Madhubanti Raya, Jahid Jamil, Istiaque Talukder Sunny, Emran Sohel, Tabassum Sayeka, Shafran Shofik, Mahmud Hossain Shanto, Step Media LTD, Kii Communication, architect Prottay, Nahar, assistant art curator Soikot, and Nahiyan.