Ballantine’s 12 (the twelve-year-old aged brand of Ballantine’s, the world’s number two whisky) wanted to own an engaging PR property that would help its markets generate PR at a local level – bringing to life the Ballantine’s 12 creative territory of “…leaves an impression by taking you BEYOND”.
Rising to the challenge, Synergy devised the first ever Art of BEYOND bar(above) for Ballantine’s 12, designed to combine a media launch with a whisky education for all guests. Our role included creating the concept, developing a list of potential artists, commissioning and managing the artists during the design phase and installation process, guest and event management during the unveiling and creating a PR activation toolkit to send out to markets to inspire them to create their own Art of BEYOND events locally.
Ballantine’s commissioned six top European artists and designers (L-R below: Jovo Bozhinovski, Laurent Louyer, Luis Gallussi, Lee Broom, Oskar Zieta, Rolf Sachs – with Ballantine’s ambassador Fredrik Olsson) from different disciplines to each create a different element of the concept bar. It was crucial that the artists resonnated with the brand’s key markets such as Bulgaria, Poland, France and Spain, and that their very individual designs worked together to form a cohesive, BEYOND concept.
Bulgaria’s Jovo Bozhinovski (below) was responsible for creating the floor to represent the landmass of Scotland, home of Ballantine’s, as a shimmering puddle of water and therefore create the illusion of a bar that is literally melting.
Lee Broom created the bar stools (below), influenced by old-fashioned cut glass and crystal decanters with a youthful twist, reflecting the brand heritage perfectly.
Creatmosphere, the creative lighting studio, used artistc lighting (below) to hide and reveal the individual elements of the installation and create the ambience within the Art of BEYOND bar.
Spanish based artist Luis Galliussi was responsible for the wall design (below) where he used trompe l’oeil effects with the Ballantine’s logo.
Rolf Sachs (below) designed a new glass for the Ballantine’s 12 Art of BEYOND Bar called Double Take. The surface of the whisky glass was frosted and included reversed text which could only be clearly read when the contents of the glass had been drunk and the mirrored coaster accompanying the glass had been used, revealing the Ballantine’s 12 Year Old brand manifesto.
Poland’s Oskar Zieta was responsible for creating the actual bar (below). Using his patented method of inflating steel he created a bar which resembled a pile of icecubes.
By all accounts the event was a huge success. As well as press coverage on the event, an extensive library of stock photography and video footage was secured and created a base for Ballantine’s to build on both in the art world and across all of its global markets.
By Lydia Oates on April 20th, 2011