Supermalt to host Hoxton art exhibition

Nine London-based photographers and artists will be showcasing their work as part of a dedicated exhibition this month being created by drinks brand Supermalt.

Artists to capture Supermalt brand in pop-up exhibition
Artists to capture Supermalt brand in pop-up exhibition

The Supermalt Art Exhibition, taking place at London’s Hoxton Gallery, aims to highlight the culture connected to the brand, based on artists’ interpretations. It will feature the work from Dum-Doodles, UltraFry, WillKay, SODIQ, Venisha Francis, Gio Muscat, Abi Wright and the collective Guns n Butta.

The free, two-day exhibition on Kingsland Road will be open to the general public on 14 and 15 November, with guests being offered a chilled version of Supermalt on arrival, while a private launch event will be held next Thursday (13 November) for VIPs.

Agency Three Halves Communications will be running the event on behalf of Supermalt.

Kenneth Hansen, international marketing manager at Supermalt, told Event: "Supermalt is the preferred malt drink of young lifestyle conscious and quality-aware consumers in the UK. It is something that can inject a bit of party spirit and creativity, one that creates hospitality and memorable experiences. We wanted to put this event on to capture exactly this and celebrate the urban, lively and unique culture that our loyal drinkers have been bringing to the brand over the last many decades.

"This event is really about them; the artists, their work and creative take on the brand. We carefully selected Hoxton Gallery as the venue because we simply believe it is a great match and place open for all kinds of creativity and art. It is a venue that the artists also feel confident and excited about presenting their work in."

He added Supermalt will be bringing more brand experiences, similar to this month's art exhibition, in the New Year.

Event's 'Sector Insight' this month focused on trends in the alcohol sector with a case study on Echo Falls' Fashion House at London's La Galleria Pall Mall.

Kopparberg cider, Pernod Ricard and agency PS Live also shared their experiential marketing highlights from 2014.

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