Glengoyne Whisky Enlists Jonathon Keats for a 50-Year Art Project
Grace Mahas — September 24, 2020 — Art & Design
References: glengoyne
Glengoyne Whisky recently joined forces with conceptual artist Jonathon Keats to create a unique, slow art project that will see literary works appear to the public over the next fifty years. The poetic project was created using an innovative printing technique that will allow the concealed poems to slowly be unveiled through the ink’s exposure to ultraviolet light.
The project aims to counter society's propensity for instant gratification and draws inspiration from Glengoyne’s own unhurried approach to whisky-making. Ultimately, the slow art project asks customers to challenge their relationships with time and appreciation of craft.
Katy Muggeridge, Senior Brand Manager for Glengoyne Highland Single Malt, commented on the slow art project, stating: “As everything becomes instantaneous, delivered next day, our appreciation of craft and time is definitely diminishing. At Glengoyne, we have always valued the role time can play and its importance to our whisky in creating outstanding flavor.
“That’s why for our special rebrand, we wanted to bring the idea of unhurried into a different space, with something that’s never been done before. These special pieces of literary art won’t be immediately available for people to view. Instead, they will appear over time, when they are ready.”
Image Credit: Glengoyne Whisky, Jonathon Keats
The project aims to counter society's propensity for instant gratification and draws inspiration from Glengoyne’s own unhurried approach to whisky-making. Ultimately, the slow art project asks customers to challenge their relationships with time and appreciation of craft.
Katy Muggeridge, Senior Brand Manager for Glengoyne Highland Single Malt, commented on the slow art project, stating: “As everything becomes instantaneous, delivered next day, our appreciation of craft and time is definitely diminishing. At Glengoyne, we have always valued the role time can play and its importance to our whisky in creating outstanding flavor.
“That’s why for our special rebrand, we wanted to bring the idea of unhurried into a different space, with something that’s never been done before. These special pieces of literary art won’t be immediately available for people to view. Instead, they will appear over time, when they are ready.”
Image Credit: Glengoyne Whisky, Jonathon Keats
Trend Themes
1. Slow Art Projects - The trend of slow art projects that encourage people to appreciate the craft and take their time is disrupting the instant gratification culture.
2. Innovative Printing Techniques - With the use of innovative printing techniques, there is an opportunity to create unique and captivating slow art projects that incorporate literary works.
3. Challenging Perception of Time - By creating slow art projects that challenge people's relationship with time and appreciation of craft, there is an opportunity to disrupt the way people think and value these experiences.
Industry Implications
1. Alcohol and Beverage - The alcohol and beverage industry can leverage unique branding opportunities by incorporating slow art projects that create a unique experience for customers.
2. Art and Design - The art and design industry can integrate innovative printing techniques to create captivating art projects that challenge people's perception of time and appreciation of craft.
3. Luxury Goods - The luxury goods industry can leverage slow art projects to showcase their unparalleled craft and attention to detail and differentiate themselves in a crowded market.
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