In recent weeks you may have seen the small takeover of Beastman and Nanami Cowdroy of the Smirnoff Australia Facebook page, as well as the amazing designs that they have created for the vodka labels “No. 21 pack” – well, it was all leading up to Smirnoffs most recent experiments in artistic advocacy – the Start Pure Gallery.

On top of these great designs by two fantastic artists, Smirnoff will be opening up an interactive gallery tomorrow in Sydney, and it looks like a really fun event, and a  great idea!

“To celebrate the launch of two limited edition Smirnoff No. 21 pack designs by acclaimed Australian artists Beastman and Nanami Cowdroy, for one week only Smirnoff Australia is opening an interactive gallery in Sydney’s Surry Hills.

Inspired by the theme of creating something visually stunning from a blank canvas, the Smirnoff Start Pure Gallery will house a one-of-a-kind art installation that allows visitors to help create a piece of artwork that will contribute to the design for a third, and final, Limited Edition pack – only five of which will be created.”

Visitors to the gallery will be able to view both artists’ designs first hand, as well as produce their very own of pieces of art using the paper chromatography process – a method for testing the purity of compounds and identifying substances. Once produced, each individual artwork will be stored in a display case on the gallery walls, contributing to the overall artwork, which will evolve over the duration of the gallery opening period.

Following their visit to the Smirnoff Limited Edition Gallery, participants will be able to visit the Smirnoff Australia Facebook page https://www.facebook.com/SmirnoffAustralia and tag their piece of art.

The wall of art created by the gallery visitors will be captured and printed as a third Limited Edition bottle pack, and the five copies will be offered as prizes in competitions run through selected publications.”

We absolutely love it when larger companies get behind local artists, and the artistic community as a whole – Smirnoff have been gaining a great reputation for doing so, and have been putting a fair bit into supporting exciting, emerging talent.

Sure, it helps them sell drinks, I mean, obviously – but it also helps promote and put money in the pockets of the artists. Their idea for an interactive gallery as well is a great thing, we really do need more of these things and they are a great driver for it. Given that they also chose Beastman and Nanami Cowdroy to do these bottles also, well it certainly gives us some awesome artwork to look at as we’re making our vodka and tonics – so I guess we’ll have to go buy some!

Well done, Smirnoff – keep doing what you’re doing, we love it.

Who: YOU (and Nanami Cowdroy and Beastman on some pretty rad vodka bottles)
What: Smirnoff Start Pure Gallery opening and interactive art event
Where: The Smirnoff Start Pure Gallery, 374 Crown St, Surry Hills, Sydney, NSW 2010
When: Show opens for a  limited time only, Friday 2nd March, to Thursday the 8th of March, 10am to 5pm daily,

Check our the Smirnoff Australia Facebook page for more details.