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HUGO Create Round 10: SimpliCity

Mirjana Popovic

“Simplicity is the ultimate sophistication”, Leonardo da Vinci

The theme of HUGO Create Round 10, the creative contest by HUGO Fragrances, is SimpliCity. Today’s world is a fairly complicated place, and this can make life pretty stressful. Get rid of the noise, stress, density, chaos, cost of living and limits of space and focus on the uncomplicated parts of city life. The quiet wilderness within the urban jungle. We want you to show us how you imagine an urban universe where the focus is on clarity, purity, freedom and beauty.

Even if your style is all about more-is-more, multiple layers, and an explosion of colors, surprise us and take a new approach. Simplify your concept and style in unexpected ways and strip down your urban universe to its most essential features and passionate activities. We are looking forward to receiving your clean (but strong) ideas, simple but great designs: basic, bold & beautiful.

The 10 best entries of every round will receive cash prizes of 500 US-$. The work of the round winner will be published in i-D magazine. Deadline of Round 10 is August 31, 2009. Winners will be announced on October 1.