Here at Cultural Branding we aren’t averse to a tipple or two so we were delighted when Beefeater 24 – the new gin on the block –and the Design Museum joined forces to produce the Super Contemporary exhibition. This most contemporary of exhibitions, with its Super Collaborative approach, commissioned fifteen of London’s creative luminaries, including Paul Smith, Wayne Hemingway and Tom Dixon, to come up with new concepts in architecture, fashion and design. The programme of 24 events around the exhibition and the updated historical costumes in the tank outside the museum caught the eye of journos and the public, while referencing Beefeater’s commitment to promoting the past, present and future of their London home. The partnership has generated considerable media interest and debate, which means that it is really pushing boundaries. With such a high-profile entrée into the world of cultural branding, we can only expect Beefeater 24 to continue to build brand value through imaginative and striking cultural collaborations.
