Glenfiddich x David Aiu Servan Schreiber
The world is progressively changing and brands feel the need to align their values with the key voices of our time. It is in this context that the collaboration between visual artist David Aiu Servan-Schreiber and Glenfiddich was born to create the first sustainable packaging in an artistic collaboration context.
Artist David Aiu Servan-Schreiber whose sustainable reputation and work precedes him was selected amongst 19 artists to help transfer the new messaging of the brand: progressive and bold speaking to much wider demographics. The artist’s limited-edition artwork will adorn the packaging of Grande Couronne 26 Year Old, an opulent whisky finished in rare French Cognac casks, exclusively available in Selfridges from June.
Featuring emblematic crackles symbolising the smoked wood grains of the meticulously sourced finishing casks during the whisky maturation process, the artwork is a natural juxtaposition of the regal filigree which adorns the Grande Couronne bottle.
David works with rich, natural materials like wood and fire, resin and gold leaf to provide an exploration of life on our planet, to spark urgent debates around our way of living and delve into the inextricable links between our actions and their effects on the environment.
Speaking on the collaboration, David commented: “My art is inspired by the natural world and the opposing forces that impact how we interact with it. We see juxtapositions such as this in all areas of life – when we reimagine the old with the new; or find imperfections in seemingly perfect things. This interpretation of the brilliant filigree is raw, unpredictable and emotive. It transforms it into a living thing, one that echoes its origins but harnesses its true power to explore new territories.”
In addition to the limited-edition sleeve, David has re-created the design for a full window takeover at Selfridges London between 10th-23rd June, presenting the David Aiu Servan-Schreiber bottle and the launch of Glenfiddich Grande Couronne 26 Year Old at the leading department store.
The new luxury world is responsible, inclusive and forward-thinking responding to the consumers’ needs and demands. This collaboration – colliding the two luxury worlds – does just that and opens new possibilities to a future where art and sustainable branding work hand in hand.
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