# Whisky-Branded Artists-In-Residence Programs Glenfiddich Announces Alex Morrison for Its Program By Kalin Ned | Published 2025-04-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/artistsinresidence-program References: [glenfiddich](https://www.glenfiddich.com/artists-in-residencehttps://www.glenfiddich.com/artists-in-residence)  Globally renowned [single malt Scotch whisky](https://www.trendhunter.com/trends/exclusive-single-malt-scotch-whiskies) brand Glenfiddich has announced Alex Morrison as the 2025 Canadian participant in its long-standing Artists-In-Residence program. Now in its 19th year in Canada and 24th globally, the initiative provides selected artists with a fully funded three-month stay at the historic [Glenfiddich Distillery](https://www.trendhunter.com/trends/world-whisky-day) in Dufftown, Scotland, where they can draw inspiration from the distillery’s heritage and surroundings. Alex Morrison is an accomplished Vancouver-based artist who works across multiple mediums, including painting, sculpture, and ceramics. He often explores themes of cultural identity, architectural history, and regional narratives. His proposed project for the [Glenfiddich Artists-In-Residence program](https://www.trendhunter.com/trends/art-is-the-flower) will examine the distillery’s distinctive pagoda-style rooftops, which were originally designed by architect Charles Doig, and use his findings as a foundation for creating repeating patterns suitable for textiles, wallpaper, or packaging. Alex Morrison follows last year's artist, Julie Forgues, who utilized cast-off liquids, malt, and other natural elements to develop photographic images. Image Credit: Glenfiddich ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 28% | Activity: 29% | Freshness: 39% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Corporate-sponsored Creative Retreats:** Artists-in-residence programs sponsored by corporations provide a unique fusion of brand marketing and cultural patronage, offering innovative platforms for artists to create while aligning their work with brand heritage. - **Cultural Identity Exploration in Art:** Emerging artists exploring themes of cultural identity through their work present opportunities for brands to engage with diverse narratives that resonate with global audiences. - **Architecture-inspired Product Design:** Using architectural features as inspiration for designing products like textiles and packaging opens up new creative avenues for integrating cultural heritage into modern consumer goods. ### Industries Being Reshaped - **Artistic Residency Programs:** Artistic residency programs in collaboration with global brands create intersections between commerce and culture, offering artists unfettered creative spaces supported by corporate backing. - **Luxury Spirits Marketing:** The luxury spirits industry is finding novel promotional pathways by merging product history with artistic expression, fostering deeper consumer connections. - **Textile and Wallpaper Design:** The textile and wallpaper design industry benefits from innovations adopted from architectural artistry, introducing patterns that reflect historical and cultural narratives. ## Related on Trend Hunter - [Branded Artists-in-Residence Programs](https://www.trendhunter.com/trends/artists-in-residence-program.md) - [Whisky-Inspired AR Sculptures](https://www.trendhunter.com/trends/state-of-the-art-ai-021523.md) - [Artist-Inspired Custom Whisky Blends](https://www.trendhunter.com/trends/custom-whisky-blends.md) - [Luxuriously Matured Malt Scotches](https://www.trendhunter.com/trends/grand-chteau.md) - [Exclusive Whisky Experiences](https://www.trendhunter.com/trends/spot-the-stag.md) - [Tartan-Patterned Spirit Campaigns](https://www.trendhunter.com/trends/bespoke-tartan.md) - [Award-Winning Single Malt Whiskies](https://www.trendhunter.com/trends/awardwinning-single-malt.md) - [Luxurious One-Night-Only Experiences](https://www.trendhunter.com/trends/daphne-restaurants.md) - [Celebratory Whisky Day Campaigns](https://www.trendhunter.com/trends/world-whisky-day.md)