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Here's What Happens When Street Artists Decorate an Event
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Here's What Happens When Street Artists Decorate an Event

By Amanda Scriver, with additional reporting by Michele Laufik. Published on October 10, 2014
Source: BizBash

Beverage brand Perrier has teamed up with international artists to launch a limited-edition Street Art collection, which comprises artsy glass and plastic bottles and a new can design. In Toronto, a launch party for the collection took place at the Storys Building on September 30. The event featured decor from the artists who have designed cans and bottles for the collaboration, including JonOne, Kobra, and Sasu.

Each artist took over a corner of the event space, adding artistic pieces. Kobra, a Brazilian artist, created larger-than-life murals. JonOne, an American street artist who works in New York and Paris, created a unique display using Perrier glass bottles. The most talked-about installation, however, of the evening came from Japanese artists Sasu, who hung 30 kaleidoscopes from the ceiling.

Guests were invited to peek into the kaleidoscopes, and they could also interact with artist materials—such as paint cans and canvases—displayed throughout the venue. “Guests were encouraged to get creative,“ said Ariane Thompson of A&C Agency, which managed the event.“We had quite a few small canvas creations at the end of the night.”

As they got playful with the art, guests sipped custom cocktails created exclusively for the evening by Sarah Parniak, drinks writer at Now magazine. Served in the new Perrier bottles, the four cocktails had names inspired by the evening's art: there was the “JonOne Gem,” the “King Kobra,” the “Street Art Smash,” and “Sasu's Kaleidoscope.”

Similar launch parties took place in cities across North America. On September 25, for example, Mirrorball produced an event at the Colossal Paint Warehouse in Brooklyn. “With the event allowing us to bring to life the packaging’s artwork, we wanted guests to leave feeling intrigued and inspired by Perrier’s unique brand personality and avant-garde spirit,” said Jacinta Chen, Perrier account director at Mirrorball. Here's a peek inside the Toronto and New York functions.

Mirrorball produced a launch party for the collection in Brooklyn on September 25. To play off the event's painterly theme, Neuman's Kitchen presented a colorful fondue station with a selection of sweet treats for dipping.

New York-based Rory Mulholland Scenery created the custom-fabricated, Eduardo Kobra-inspired pedestals used in the photo station. Brazilian artist Kobra, known for his vibrant, kaleidoscopic spin on vintage imagery, collaborated with Perrier for its new collection.

Guests sipped on custom Perrier cocktails, each named after the street artists being celebrated at the event—Sasu, Kobra, and JonOne, whose drink consisted of Don Julio Blanco, Perrier pink grapefruit, lime, and agave, with a hibiscus salt rim. Perrier’s mixologist, Lynnette Marrero, developed the cocktails.

3dar, an animation studio based in Imperial Beach, California, helped develop the interactive light graffiti wall featured at the event, held at the Colossal Paint Warehouse in Brooklyn. Guests used an LED-equipped spray can to "paint" on the warehouse wall; the artwork was revealed as the guest moved across the canvas.

In honor of the street artists, the waitstaff and bartenders, who were provided by Neuman's Kitchen, wore white paint-splattered tuxedo jackets.

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