Smirnoff Australia has opened an interactive gallery in Sydney’s Surry Hills to celebrate the launch of two limited edition Smirnoff No. 21 pack designs by Australian artists Beastman (Brad Eastman) and Nanami Cowdroy.
Smirnoff No. 21 is ten times filtered and triple distilled vodka and the artists were invited to create an interpretation of purity, starting with a blank canvas. The result was two distinctively different pieces of art.
Smirnoff by Beastman
Smirnoff by Nanami Cowdroy
The Smirnoff Start Pure Gallery also houses a one-of-a-kind art installation that allows visitors to help create a piece of artwork that will contribute to the design for a third, and final, Limited Edition pack.
Visitors can add a few drops of water to the chromatography paper then select a combination of the compound sources.
Creating the artwork
A drop or more of the ingredients onto the paper creates a pattern before it is attached to the wall.
The pattern
The installation, designed by Edwards Moore, where the artwork is attached
Visitors can also watch their blank canvas come to life over the next few weeks by tagging their artwork on http://www.facebook.com/SmirnoffAustralia. Once the installation closes, the limited edition pack will be unveiled. Five copies of the third design will be offered as prizes in competitions run through selected publications.
Beastman
To celebrate the launch, two Limited Edition Smirnoff cocktails, inspired by each of the artists, were created:
The Beastman Caipiroska (short drink)
A sweet, short drink with a bitter edge and a smooth finish.
This drink is muddled and served in a rocks glass with crushed ice.
40ml Smirnoff vodka
1/2 a lime chopped into quarters
2 bar spoons of brown sugar
3 chunks of pineapple
3 drops of Jerry Thomas bitters
Nanami’s Japanese Slipper (long drink)
A long fruity drink with a Japanese twist of Yuzu juice to add the complexity and refreshing flavour.
This is a built drink served in a highball glass over cubed ice.
40ml Smirnoff vodka
120ml purple grape juice
15ml Yuzu juice
The limited edition Smirnoff No. 21 packs, designed to rotate like three connected Rubik’s cubes, are available to purchase for a limited period at RRP of $32.99.
Nanami
The gallery is open to the public from Friday 2nd until Thursday 8th March, 10am – 5pm daily. Visitors can see the large scale versions of the pack designs as well as other exclusive artwork from both artists. Admission is free.
Smirnoff Start Pure Gallery
374 Crown Street
Surry Hills NSW 2010
Beastman and Nanami at the Launch
For a photo gallery of the event, visit Gourmantic on Facebook and remember to Like the page.
Gourmantic attended the launch event as a media guest.
Ooh, those packages are pretty awesome…! Would keep those long after drinking 😉
They’re even better than the photos. I like the “Rubik”‘s cube idea…
A gallery & drinks at 374 Crown St; what’s not to love? RT @Gourmantic Smirnoff opens interactive gallery @surry_hills http://t.co/ozagmmyW
What a great marketing idea! I love the fun packaging and the idea of the art installation.
The final design should be very interesting!
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[…] Gourmantic have just published a feature on last week’s Smirnoff Start Pure Gallery Launch. It’s not too late to visit the show (it ends this week!), for the full feature visit: https://gourmantic.com/2012/03/02/smirnoff-start-pure-gallery-launch-beastman-nanami/ […]
a full on rip of from the Absolut Art exhibition held in Surry hills this time last year 😛 never seem to many original marketing ideas out there these days! 😛 all the same i’m sure it will be good