Supermalt - Experiential
Supermalt Art Exhibition
Over the past three decades, the Supermalt consumer base has created its culture around the drink. However, this has always been in the background, but it was time to put this right at the forefront and showcase their work, creativity and spirit.
We curated, planned and executed a 2-day exhibition at the Hoxton Gallery in Shoreditch, London, to celebrate this.
The Supermalt Art Exhibition showcased a collection of work from nine London-based artists and photographers. The pieces on show explore the creator’s interpretations of the unique culture and iconic status connected to Supermalt - the malt drink sold in the UK for over 30 years.
Its many consumers know Supermalt as a drink that holds a connection to numerous childhood memories and experiences of growing up in the multicultural UK, and the work being showcased aims to capture this. For those who didn’t grow up with the drink or are unaware of the culture connected to it, Supermalt has also commissioned work that acknowledges the mystique around the drink.
Exhibiting artists include Dum-Doodles, UltraFry, WillKay, London-based photographer SODIQ, Mustashrik, Venisha Francis, Gio Muscat, Abi Wright and the collective Guns n Butta.
Over 485 people attended the exhibition throughout the 2 days, creating a spark of new creatives emerging.
This was translated into our social media efforts, offering talent to be content creators and showcase their art and music through our platforms.
“Supermalt is the preferred malt drink of young lifestyle-conscious and quality-aware consumers in the UK. Supermalt is to them as it is for us – an occasion lifter. 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 and celebrate the urban, lively and unique culture our loyal drinkers have brought to the brand over the last decades. This event is about them: the artists, their work and their creative take on the brand.”
— Kenneth Hansen, International Marketing Manager
As part of this experiential event, we developed some cocktails to bring a new twist to the drink. Check it out here.