Mortlach Single Malt Scotch Whisky collaborated with multidisciplinary artist and designer Sebastian ErraZuriz on an augmented reality experience,State of the art. A.I 02/15/23, that offers a new perspective on the spirit's distillation process. The AR sculpture recently made its debut at Frieze Los Angeles and it centered on three essential steps to whisky-making: The Harvest, The Distillery and The Experience. The final stage offered the chance for adults of legal drinking age to taste the spirit.
Thanks to its 2.81 distillation process, Mortlach Single Malt Scotch Whisky is the only whisky made in the way that it is.
This partnership represents the final piece in the Six Stills Series, a program featuring the works of six different designers. As part of the series, a decanter, bar cart, chair, light fixture and glassware were also created.
What's Driving This Trend
- Augmented Reality Art
- The use of AR in art and design offers an opportunity for innovative, interactive experiences that engage with consumers and enhance product experiences.
- Multidisciplinary Collaborations
- Collaborations between artists and brands allow for unique and captivating experiences that offer a new perspective on products, services, and industries.
- Sculptural Marketing
- The use of sculptural designs as a marketing tool offers a visually appealing and memorable way to engage with consumers and create brand recognition.
Who This Affects Most
- Alcohol and Spirits
- The use of innovative technologies like AR in marketing can create compelling experiences that engage with consumers and enhance brand image and recognition.
- Art and Design
- Collaborations between artists and brands open up new avenues for creative expression and experimentation, creating opportunities for unique and memorable experiences.
- Furniture and Decor
- Sculptural designs can be used as a marketing tool to create visually appealing and unique products that stand out in a crowded market and enhance brand recognition.
