Selected artists are being offered a one-off opportunity to create a series of limited edition point of sale materials for heritage beer brand Tetley’s, to be rolled out in pubs across the UK as part of a partnership between UK and Leeds’s newest centre for contemporary art, The Tetley.
The collaboration between artists and brewers began with the takeover by artistic organisation, Project Space Leeds, of the former Tetley’s brewery headquarters in November 2013. Artists are being invited to respond to Tetley’s fascinating archive of material from the brewery’s industrial past, much of which is held in the custody of The Tetley, and to apply an artist’s lens to create ‘The 2015 Tetley’s Collection’.
Materials available include important artworks, marketing materials, tools, commemorative beers and business documents.
Concepts from 10 artists will exhibited at The Tetley from March to May 2015 and one of them will be selected by a panel of judges, comprising experts from the distinctly different worlds of art and brewing. The chosen artist will see their work rolled out nationwide in selected pubs across the UK.
Commenting on the 2015 Tetley’s Collection, Paul Morris, Tetley’s Brand and Sponsorship Activation Manager, said: “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.
“Tetley’s is one of Britain’s favourite and most successful beer brands with a reputation spanning nearly two centuries. As a brewer we are excited to see what inspiration artists will take from our heritage, to develop limited edition point of sale materials that will be seen by our customers.”
Pippa Hale, Co-founder and Director of The Tetley added: “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.
“Now that The Tetley is a year old, I’m really excited that we are working with Carlsberg UK in this creative new way. What began as a partnership to transform the building into a cultural destination for Leeds has developed into a commissioning opportunity for contemporary artists which is what The Tetley is all about.”
The exhibition and debate will be available online via The Tetley website and social media channels at @The_Tetley and www.facebook.com/TheTetleyLeeds.
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