Tetley's challenges artists to create limited edition point of sale materials
Beer brand Tetley’s parent company Carlsberg UK has partnered with Leeds-based centre for contemporary art, The Tetley, to offer artists the chance to compete for a new creative commission.
‘The 2015 Tetley’s Collection’ sees artists invited to respond to Tetley’s archive of materials from the brewery’s industrial past. Concepts from 10 artists will then be exhibited from March to May 2015 at The Tetley with one to be selected by a panel of judges comprising of experts from the worlds of art and brewing.
The chosen artist will see their work rolled out at point of sale nationwide across selected pubs. Tetley’s brand and sponsorship activation manager, Paul Morris, commented that the brand is “excited to see what inspiration artists will take from our heritage.”
Morris added: “Working in this way with the curatorial team at The Tetley is a natural extension of our collaboration, in exploring the history and heritage of the Tetley’s brand.”
Pippa Hale, co-founder and director of The Tetley, said: “Carlsberg UK is quite rightly very protective of its award-winning Tetley’s brand therefore it is to their credit that they are open to this collaboration and allowing artists to be creative with it…I’m really excited that we are working with Carlsberg UK in this creative new way.”
The collaboration between artists and brewers dates back to 2013 with a takeover by Project Space Leeds of the former Tetley’s brewery headquarters.
Online and social media promotion will follow the progress of ‘The 2015 Tetley’s Collection’.