Glenmorangie Launches Delicious Design Project
The Delicious Design Project - Glenmorangie has teamed up with
Indian-American artist extraordinaire Karsh Kale to launch a digital art X
music experience that re-imagines the technicolour world of India and takes
audiences to a journey of awe and wonder across all touchpoints.
Have you ever thought about
food as art? How about mixology? The overlap between mediums to create unique
experiences is a space that artists around the world are trying to explore. And
with the launch of the Delicious Design Project, it’s made a splash in India.
This whimsical project
explores how Indians consume whisky and the shifting trends in the space. With
bright colour blocking and traditional Indian motifs, it reflects the soul of
India. Through the three flowing movements, it juxtaposes old-world luxury with
modern-day trends to encapsulate how people like to drink.
The narrative of the last
few years has been around romanticising life. Taking time to enjoy the little
things and slowing down the world’s frenetic pace to truly savour the act of
being alive. This experience is reflected in Glenmorangie’s The Delicious
Design Project. This luxury single malt brand from the house of Moët Hennessy
India is amalgamating art and music with India’s favourite spirit as the
backdrop.
The luxury single malt distiller
is now dazzling audiences as it amalgamates art and music with The
Delicious Design Project. Indian-American musician Karsh Kale features in it as
the exclusive ‘Wondermaker’, teaming with artist Nikunj Patel of Studio Moebius
to create an immersive long-form digital art series. In its pursuit to bring
luxury moments of consumption through elevated localized experiences, this
whimsical art & music series sets up 3 such fantastical moments of brand
enjoyment titled Khuld, Raas and Shararat.
With the venue transformed
into an “orangie” arthouse, the 3 immersive art pieces were launched with a
high-octane event in Mumbai replete with fascinating installations, live
rituals and a dramatic performance by the artists themselves in true
Glenmorangie style. While Khuld involves viewers to enjoy lingering boat rides
with friends in pristine lakes or soak in the breath-taking beauty of valleys laden
with bright flowers, Raas takes them on a journey of merriment, opulent
celebrations and dance in palatial courtyards. Shararat on the other hand
celebrates urban party experiences made delicious with dancing skylines &
giant giraffes.
The artistes believe working
on The Delicious Design Project has been an outstanding experience. Right from
its inception, it moved them to curate unparalleled experiences in the art,
music and spirits space to unleash the magic for all consumers to indulge in.
Glenmorangie as a future-forward brand is always looking to create meaningful experiences, and The Delicious
Design Project is one such initiative that will appeal to consumers and
establish a deeper connect with the brand. Tapping into India’s cultural nuances,
the campaign will unleash the quirky side of the single malt, the beats of
Karsh Kale and the canvas of Nikunj Patel, thereby creating newer avenues of
interacting with consumers who appreciate the wonderful and delicious
experiences in life.
THE SIGNIFICANCE OF THE 3 MOVEMENTS
It all ties back to the
occasionality of consumption. A lot of it comes from what is heard from consumers
in India. At bars people are drinking a larger variety of cocktails
irrespective of the spirit that’s in it, it’s based more on the appeal, the
bartender's recommendation and the credibility of the place, based on this even
non-whisky drinkers might try a whisky. To reflect that one of the scenarios
shows a rooftop party in a city environment to show how the current
conversation is going around cocktails.
The second scenario is a luxury, beautiful outdoor setting
that evokes the heritage of India. Think of a Haveli in Rajasthan or a
beautiful old bungalow in Kolkata. The aim is to go for an environment that’s
immersed in luxury and classic hospitality; to replicate that joy of sipping on
a single malt while gazing out over a lake and enjoying a holiday where you can
get away from your usual very tense, busy days. So when you do make time for
yourself, how can you find that solitude and enjoy a drink?
The third scenario went into a more natural space with a cabana where you’re enjoying intimate moments with friends or loved ones, and how you discern what you’re drinking then. Is it a celebratory cocktail or a neat single malt over quiet conversations? We see a lot of Indians travelling more and they’re choosing more luxurious places when they do, both in and out of India. They’re also hosting a lot more at home; the third scenario reflects that diversity.
No comments:
Post a Comment