From Andy Warhol to Salvador Dali, French sparkling mineral water brand Perrier has long called on the creativity of some of the world’s most distinguished artists.
The brand’s artistically collaborative tradition continues to endure. Signifying both the art world’s current vogue, as well as Perrier’s drive to stay culturally relevant, the brand’s artistic undertakings this year have seen the integration of street art and digital art.
In October, Perrier came together with L’Atlas, a French street artist who emerged onto Paris’s graffiti scene in the 1990s having been inspired by hip-hop. The artist has since made a name for himself in developing his signature style of intricate abstract designs rooted in the study of calligraphy and geometry. For the first part of L’Atlas’s collaboration with Perrier, a limited edition series of “Inspired by Street Art” cans were unveiled, featuring his distinct motifs.
Next, as part of Perrier’s “Extraordinaire” series, L’Atlas created a four-part, site-specific global series of installations. In the series, L’Atlas created geometrical crop circles of more than 3,000 white balloons. Each of the installations was constructed and dismantled in less than 12 hours, and each of the sites was specifically chosen to represent the four elements. New York, Mexico City, Seoul and Paris were chosen to represent air, earth, fire and water, respectively.
In an Architectural Digest interview about the project, L’Atlas touched upon how in today’s world, projects that are ephemeral in nature can be eternal because of the technologies we have adapted: “[I]n today’s world, I don’t really see this work as temporary. The final product is really the video of this installation, which is lasting.”
Launched this summer, Perrier’s partnership with The Creators Project marks the latest move in the brand’s patronage of the arts. Together, their ongoing #ExtraordinairePerrier series focuses on exploring some of the most fascinating artists pushing boundaries through their chosen medium, technique and perspective.
So far, the series has covered Japanese art collective teamLab, Montreal-based visual artist Maotik, ‘modern pointillist’ Bradley Hart, Barcelona-based Jordi Enrich Jorba, and Windspeed Technologies, the company who filed a patent for a Skydeck last year.
In researching the Art History of Perrier, I have come to greatly admire the brand for their 150 years of pushing artistic boundaries. The brand is supporting artists who, aside from making fun and stimulating work, truly connect with people. In doing so, Perrier has leveraged itself as modern, relevant and tasteful.