Crafting Memories: The Lost in Time Collection
“An exceptional and exclusive piece that is truly incomparable;”
“Unforgettable inspiration exchanged for cherished memories;”
“A surreal design that eludes the expertise of trained designers;”
“A timepiece that touches the heart;”
“Timeless in its value”……
Presenting the Lost in Time Collection, a one-of-a-kind limited-edition selection of watches ‘designed’ by patients with Alzheimer’s disease.
A special thanks to the Alzheimer’s patients who, with the support of the Shanghai Jian Ai Charity, are the masterminds behind the ‘design’ of these watches.
The dials were sketched using the Clock Drawing Test (CDT), a globally recognized clinical assessment used for tracking the advancement of Alzheimer’s disease in patients.
China has over 10.42 million people suffering from Alzheimer’s disease — the highest rate worldwide. One of the earliest signs of the disease is difficulty in understanding what the hands on a clock represent — making the Clock Drawing Test one of the most effective screening tools for early-stage dementia.
Time, for Alzheimer’s patients and their families, is especially precious. But how do you allow those untouched by the disease to experience the unique challenges of the condition?
Partnering with Jian Ai Charity and STDecaux, Dentsu Creative turned clock drawings by elderly Alzheimer’s patients into a display in the Shanghai metro, offering a window into the distorted world of Alzheimer’s patients.
Over the course of 40 days during World Alzheimer’s Day 2023, the “Lost in Time, Found in Love” display at Shanghai’s Xujiahui Metro Station has captured the attention of 2,748,900 people, with a total of 17,867,850 visits, all witnessing a captivating temporal dislocation.
Simultaneous to this, 400 media outlets and influencers contributed to the online discourse on health and the prevention of Alzheimer’s disease.
Through months of fine-tuning, now we are excited to share that we have successfully translated the time depicted by Alzheimer’s patients in the Clock Drawing Test into tangible watches.
The first of its kind, this exceptional timepiece was created entirely from recollection, mirroring the designer’s chaotic state of mind as they grappled with the concept of time and space in its design.
A specially designed watch will be made for every patient who takes the Clock Drawing Test. Nonetheless, our hope remains that the fewer watches of this type, the better.
Starting March 31st at noon, the limited edition watches will be up for auction on Jian Ai’s account, until April 5th at noon. To take part, search for “Lost in Time Collection” (迷钟寻爱）on Xianyu platform.
Join us in discovering a new perspective on time while supporting the cause of Alzheimer’s awareness.
In collaboration with the Shanghai Jian Ai Charity, the auction will donate all earnings towards promoting awareness and prevention of Alzheimer’s disease.
By introducing the Lost in Time collection, our aim is to make the professional yet simple method of detecting illnesses, traditionally only done in hospitals, more accessible to everyone.
Stay mindful of Alzheimer’s disease and be there for those in your life who may be feeling vulnerable and disoriented in these challenging times.
About the Clock Drawing Test (CDT)
The Clock Drawing Test is a globally recognized, simple, and quick method to detect Alzheimer’s disease. The test requires potential patients to draw a clock to assess their spatial construction, memory, abstract thinking, numeracy, calculation, and orientation in time and space. Errors in memory, execution, and spatial awareness can result in a disorganized clock illustration.
Recognizing Alzheimer’s disease at an early stage allows for taking steps to slow its progression when a cure is not yet attainable.
Last but not the least, we would like to express our appreciation to the Alzheimer’s patients and Shanghai Jian Ai Charity for their contribution to the ‘design’ of the Lost in Time Collection watches.
-ENDS-
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