Label 5 Partners With Upfest to Launch Branded Graffiti Installation
Niko Pajkovic — November 4, 2021 — Lifestyle
References: label-5 & thedrinksbusiness
Blended scotch whiskey brand Label 5 has partnered with European street art festival Upfest to launch a branded street art installation. Label 5 worked closely with five street artists who created a variety of graffiti-like pieces inspired by the brand and its heritage.
More specifically, these artists produced five unique murals titled Sled One, Paul Monsters, Hazard One, The Hass, and Mentsism. Some of the pieces, such as The Hass, are said to draw from postmodernist art. Meanwhile, Paul Monsters and Mentisim focus on portraying Label 5's unique ingredients in abstract ways. In addition, the five artists also hand-painted 50 bottles of the Label 5 scotch whiskey.
“Our Scotch whisky has a lot in common with street art,” said Julia Pinoncélu, the International Brand Manager for Label 5, which is why the brand took to one of Europes most popular street art festivals.
Image Credit: Label 5
More specifically, these artists produced five unique murals titled Sled One, Paul Monsters, Hazard One, The Hass, and Mentsism. Some of the pieces, such as The Hass, are said to draw from postmodernist art. Meanwhile, Paul Monsters and Mentisim focus on portraying Label 5's unique ingredients in abstract ways. In addition, the five artists also hand-painted 50 bottles of the Label 5 scotch whiskey.
“Our Scotch whisky has a lot in common with street art,” said Julia Pinoncélu, the International Brand Manager for Label 5, which is why the brand took to one of Europes most popular street art festivals.
Image Credit: Label 5
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