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Bosa celebrates Smiley's 50th birthday

Bosa is presenting a Special Edition of its DAB PENGUIN

For the 50th anniversary of Smiley®, the world’s most popular and beloved face, Bosa is presenting a Special Edition of its DAB PENGUIN, which will be presented together with a Limited Edition set of 3 Bosa SPHERES decorated by the artist André Saraiva to mark this anniversary.
DAB PENGUIN is "dressed up" with a fun edition crafted to celebrate the 50th anniversary of this iconic face: the graphics – specially created by the Smiley® Design Studio – mark the collaboration between Bosa and Smiley®, highlighting the affinity between two companies that have made joy and positive energy their hallmarks.
Designed by Vittorio Gennari, DAB PENGUIN comes in a version that amplify the global message of pride, community and sharing, which is embodied in the exulting gesture it proudly displays.
The " Flex Penguin " version is a throwback to the origins of the dab gesture, deriving from a dance which has its origins in the American hip hop scene and to which the necklaces make an ironic nod: from famous musicians and sportsmen, the penguin has entered our everyday lives as a symbol of belonging and affirmation, conveying the message that we must find the courage to always remain true to ourselves.
Thanks to this partnership, the DAB PENGUIN has acquired a new meaning, to help us to train ourselves in the art of seeking happiness and laughter every day, whilst also serving as a reminder that we must never give up.
Dimensions: h. 50 cm
Colours: coloured enamels and precious metals
Created in 1972, by French journalist Franklin Loufrani to spread feel-good news, the Smiley would go on to become one of the most important icons in graphic design, bringing people together through a creative message that spreads positivity and putting social and emotional learning at the top of the agenda. Smiley is a universal counter culture icon with a message of positivity that has influenced generations across the globe. Reinvented and redefined by generations of activists, artists and creators, Smiley continues to thrive and influence future generations. 

In 1996 Nicolas Loufrani, son of Franklin, took the helm whilst the world was in the midst of the digital revolution and saw a huge opportunity to bring Smiley into the digital world. Nicolas created a whole new way of communicating, using a variety of facial expressions on the original Smiley to convey emotions. His emoticons are now used by everyone around the world every day.

Pursuing Smiley’s goal to make the world a happier, kinder, more conscious place, Loufrani created Smiley Movement in 2017. ​​Smiley Movement is a non-profit community which aims to inspire positive change in society addressing urgent societal and environmental problems. Smiley Movement provides a cross-media platform of news, videos, events and awards that connect the non-profit sector to the broader public to enlighten minds and empower people to take positive action.

Today, The Smiley Company is one of the world's top global licensing enterprises that extends across fashion and homewares, through to food and beverage and continues to embrace collaboration as an opportunity to spread this important message. For 2022 Smiley will bring back its original message of ‘Take the Time to Smile’ which is still as relevant as ever, by spreading this positive message through global activations, brand collaborations and feel good experiences. More than an icon, brand and lifestyle, Smiley is a sprit and philosophy and a reminder of how powerful a smile can be.


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