BALLANTINE’S 12 Year Old has unveiled the ‘Ballantine’s 12 Art of BEYOND Bar’ – inspired by its heritage, in London this month.
Revealed at the Nettie Horn Art Gallery in the heart of London’s contemporary art district, the installation is an unique project involving six international artists, who have collaborated to create a premium and stylish bar that offers a contemporary Scotch whisky drinking experience beyond the ordinary.
The artists, working together for the first time, were invited to create the individual elements for a bespoke Ballantine’s 12 Year Old bar that was inspired by the brand’s Scottish heritage and embodies the spirit of looking beyond the ordinary.
Bulgarian architect and designer, Jovo Bozhinovski, used Scotland’s unique landscape to inspire the floor design of the bar and French light artists, Creatmosphere, incorporated colours inspired by the Scottish Highlands, with the amber tones of whisky to create a live light show.
Working across a range of disciplines, each artist was chosen for their award-winning creativity in their respective fields.
Whilst the process behind the ‘Art of BEYOND’ has been open and collaborative (with designers sharing their ideas and concepts with each other over a three-month period) the works themselves hide secrets that bring to life the brand’s creative platform of ‘Takes you BEYOND’.
The ‘Ballantine’s 12 Art of BEYOND Bar’ was designed to leave an impression by creating a layered whisky drinking experience with more to discover
Peter Moore, global brand director for Ballantine’s, said: “Art and design is the perfect platform to bring to life the concept of BEYOND whilst maintaining the stylish sophistication that embodies Ballantine’s 12 Year Old.
“We are extremely proud to have commissioned this unique collaboration; working with six very different but hugely talented artists who bring the values of authenticity and flair to their work.
“The ‘Art of BEYOND Bar’ is an extraordinary whisky-drinking experience that really does take you beyond.”
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Notes to Editors:
About Ballantine’s
Ballantine’s is the No 1 ultra-premium whisky in Asia Pacific and the No 1 Scotch whisky in Europe, selling more than 70 million bottles a year worldwide.
Ballantine’s has won more than 80 trophies and medals at international competitions in the past ten years for quality as a result of its unique richness of character and perfect balance.
The range, from Ballantine’s Finest to the iconic 30 Year Old, is the most extensive in the world of Scotch and is maintained by the latest in a tradition of Master Blenders that dates back to 1827.
About Chivas Brothers
Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard – the world’s co-leader in wine and spirits.
Chivas Brothers is the global leader in luxury Scotch whisky with a portfolio that includes Chivas Regal, Ballantine’s, Beefeater Gin, The Glenlivet, Royal Salute, Aberlour, Plymouth Gin, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport.
For more information:
Kaye Rawlings
Richmond Towers Communications
26 Fitzroy Square
London W1T 6BT
Tel: 020 7388 7421
Email: kaye@rt-com.com
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