Canadian beauty blogger Yasaman Gheidi is using her makeup skills to spread mental health awareness with her new #InsideOutChallenge. While makeup can be fun and glamorous, Gheidi shows us a different side by using products to transform her face into a mirror for what’s within. The project came about after the 27-year-old self-taught beauty blogger left her staff Christmas party early due to an anxiety attack.
Thanks to a malleable membrane made of elastic, the creative clock is able to depict the time through numbers that appear etched in its face. Although the pseudo-engraved numbers look as if they are set in stone, ETCH instead emphasizes the face’s fading display and ephemeral nature. “ETCH gives to time more importance,” the clock’s description states. “Some events are happening only once and then are gone for ever… ETCH tries to mimic this reality with the vanishing effect of its display.” The digits appear as literal impressions, altering the topography of the clock’s façade with each carving and magically appearing and disappearing every passing minute. Combining a classic, sculptural aesthetic with a digital design and futuristic, “patent pending” technology, each clock offers a timeless yet sleek artistic alternative to today’s timepieces.
Each ETCH clock is mounted in either a sleek aluminum or a more conventional wood frame and can be hung on a wall or, with the help of an attachable base, stand alone on tabletops, mantels, and shelves. Through its accompanying app, it can be controlled by a smartphone, enabling the user to experiment with display settings and sync the correct time between devices.
For now, it’s only available in a slate-like hue, but you can expect a wider selection of clock colors in the future. Keep in mind, however, that like many masterpieces, the ETCH clock costs a pretty penny: about $1,360. Time is money, after all…