Martin Miller’s plans global push to back artistsBy Nicola Carruthers
Gin brand Martin Miller’s has hired two artists to create an experiential installation in London next month as part of a series of global initiatives.
The move is part of the brand’s sponsorship of the Affordable Art Fair, which will hold its flagship event in Battersea, London, from 21-24 October.
The gin producer hired Spanish painter, sculptor and sound artist, Violeta Maya, and Greek designer and visual artist Persiis Hajiyanni during lockdown to create an art installation that reflects on isolation during the pandemic, addressing issues of change, peace, quiet and creativity.
The resulting ‘walk-through’ artwork encourages consumers to ‘appreciate a stillness within themselves’.
The Zamora Company-owned gin producer said the themes of purity and transformation explored in the installation reflect the history and quality of the brand.
Martin Miller’s is a blend of English gin and Icelandic water. Water plays a key role in the artwork, along with light, ice and water.
This initiative kicks off a planned global programme of partnerships, events and commissions to help the art world and strengthen the brand’s new creativity platform, which will support Martin Miller’s art-inspired visual identity.
Global sales and marketing director, Robert Eastham, said: “Commissioning this artwork from two young, talented artists such as Violeta and Persiis is the first in a series of global initiatives that we are putting in place.
“Martin Miller himself had the soul of an artist, he was known for creating the Miller’s Art & Antiques Guides, and supporting the artistic industries, meaning that art and creativity are in our brand DNA.”
As the official drinks partner of the Affordable Art Fair, Martin Miller’s will unveil several experiences during the event, including masterclasses with brand ambassador, Rory O’Sullivan.
The brand will also host two pop-up bar spaces at the fair, based on Martin Miller’s visual identity, which is inspired by the surrealist movement.
A Martin Miller’s cocktail will be served at the fair, Bubble Bramble, which pays homage to Katharina Jung’s surreal artwork, I’ll only fly away. It is made with Martin Miller’s Original Gin, lemon, crème de mûre and sugar.
Eastham added: “The fair provides the perfect springboard for our future work with artists and the art world eco-system which has had a particularly punishing time due to the pandemic, as well as supporting the on-trade with the cocktail art twist. Watch this space for many more initiatives to come.”
Furthermore, Martin Miller’s has collaborated with networking group the Association of Women in the Arts (AWITA) to sponsor the membership of five women in the visual art world. The brand will offer 12-month memberships of AWITA to the women.
To apply for the scholarship, visit the AWITA’s website. Applications are open until 6 November and the winners will be announced at AWITA’s five-year anniversary celebrations in London on 22 November 2021.
The gin brand became AWITA’s official drinks partner in February 2020.