Art is a human instinct. Cavemen found ways to draw, expressing their emotions and telling stories (of how that sabre toothed tiger got away). Art connects people to their inner reality, their emotions and away from logical thought. Hence it is vital to the creative process. Our team is a swarm of busy bees around exhibitions, we fuel our inspiration with our curiosity and admiration of the art world.
Two drinks brands, at opposite ends of the market have caught our attention with their use of art to market the ethos of their brands.
Heineken have produced a series of 40 posters to help support the charity Reporters Without Borders. The posters were made by artists, illustrators and celebrities such as the tennis legend Jimmy Connors. There is a series of short films too, showing the unusual journey some of the designs experienced, like the aforementioned's flaming tennis match with his poster.
At the luxury end of the market, Ruinart commissioned Paris-based Scottish artist Georgia Russell to create a bespoke piece of art for their Blanc de Blancs. Inspired by Le Grand Livre or The Big Book, (the historical ledger that marks the establishment of the world’s oldest champagne house) and the walls of Ruinart’s Crayères; chalk cellars deep under the city of Reims that were hollowed out in the Roman era and now house millions of bottles. The result is a beautiful cut paper ornament that surrounds the bottle and plays with the light. Nowness were also inspired to make a stunning short film of the scuplture's design process.
In art we trust.