ART OUT OF ISOLATION
Celebrating the transformation of Madness to Genius at the Affordable Art Fair, Battersea, London
21-24th October 2021.
It has taken us a very long year to set up the first in a series of global initiatives by Martin Miller’s Gin to support the arts and young artists, but it was worth it.
‘Fluid Form’ is a bespoke installation commissioned by the brand to highlight the Autumn Affordable Art Fair in London and it’s fair to say that it was a complete success.
Inspired and created during the pandemic isolation, artists Violeta Maya and Persiis Hajiyanni deftly played with the idea of constant transformation, a concept closely related to the brand, which led to selecting this artwork from a panel of open call applicants.
The immersive installation combined hand-blown glass dishes sitting below various melting ice sculptures that constantly changed the reflections of light as they dripped into the plates. The viewers entered this closed space as if into another dimension that invited them to slow down and contemplate their own transformative qualities whilst reflecting on the play of light and sound in which they were enveloped.
This experiential activation perfectly depicts the process of transformation that the brand has in its DNA. Martin Miller’s Gin employs the purest Icelandic water to transform its two distillations into the most awarded gin brand since 2004.
Affordable Art Fair - Official Drink Partner
In addition to this immersive installation, Martin Miller's Gin, as the official drinks partner of the Affordable Art Fair, also surprised visitors with several bespoke experiences during the four days of the event.
The brand hosted two pop-up bar spaces, based on its surreal visual identity, where Martin Miller’s Gin offered the attendees a treat for the eyes and the taste buds, with inspirational masterclasses, drinks and gin tastings.
A surreal and exclusive Martin Miller's Gin cocktail was also served at the fair. 'Bubble Bramble', in honour of Katharina Jung's surreal creation, ‘I'll only fly away’. It is made with Martin Miller's Original Gin, lemon and crème de mure.
Finally, the Martin Miller’s Gin UK brand ambassador Rory O'Sullivan and London’s No1 Magician, Jake Banfield, guided visitors through some magical masterclasses telling everything about the fascinating history of Martin Miller's Gin while identifying the tasting notes of the brand’s awarded gins.
There is no doubt that the partnership between Martin Miller's Gin and the Affordable Art Fair was an entirely successful immersion into art and talent.
See you next time!
Martin Miller’s Gin is widely recognized as the world’s first ‘super premium’ gin. It has consistently won more awards for excellence in the world’s leading spirit competitions than any other gin in the last 15 years.