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Whiskey Launch

June 30, 2015
Perrier Inspired by Street Art—Toronto
Perrier Inspired by Street Art—Toronto

Street artist Kobra designed large, colorful murals for the space.

Photo: Ryan Emberley for Perrier
Perrier Street Art—Toronto
Perrier Street Art—Toronto

Japanese artist Sasu's installation comprised 30 hanging kaleidoscopes.

Photo: Ryan Emberley for Perrier
Perrier Inspired by Street Art—Toronto
Perrier Inspired by Street Art—Toronto

Guests interacted with the installation by peeking through the colorful kaleidoscopes.

Photo: Ryan Emberley for Perrier
Perrier Inspired by Street Art—Toronto
Perrier Inspired by Street Art—Toronto

Guests took home a new Perrier "slim can," which is part of the limited-edition collection.

Photo: Ryan Emberley for Perrier
Perrier Inspired by Street Art—Toronto
Perrier Inspired by Street Art—Toronto

Street artist JonOne attended the event and spoke to the audience about his collaboration with Perrier.

Photo: Ryan Emberley for Perrier
Perrier Inspired by Street Art—Toronto
Perrier Inspired by Street Art—Toronto

Artist materials such as paints, brushes, and drawing pads were displayed throughout the venue.

Photo: Ryan Emberley for Perrier
Perrier Inspired by Street Art—Toronto
Perrier Inspired by Street Art—Toronto

At the bar, limited-edition bottles designed by artist JonOne were on display. Green lighting enhanced the bottle's signature hue.

Photo: Ryan Emberley for Perrier
Perrier Street Art—Brooklyn
Perrier Street Art—Brooklyn

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.

Photo: Jason Malihan
Perrier Inspired by Street Art—Brooklyn
Perrier Inspired by Street Art—Brooklyn

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.
 

Photo: Patrick MacLeod
Perrier Inspired by Street Art—Brooklyn
Perrier Inspired by Street Art—Brooklyn

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.

Photo: Patrick MacLeod
Perrier Inspired by Street Art—Brooklyn
Perrier Inspired by Street Art—Brooklyn

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. 

Photo: Patrick MacLeod
Perrier Inspired by Street Art—Brooklyn
Perrier Inspired by Street Art—Brooklyn

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

Photo: Patrick MacLeod
Experts suggest planners track their event's hashtag to see how it is being used on social media, who is sharing it, and also whether users are creating unofficial hashtags when talking about the event.
Experts suggest planners track their event's hashtag to see how it is being used on social media, who is sharing it, and also whether users are creating unofficial hashtags when talking about the event.
Photo: Elizabeth Renfrow for BizBash
The event took place at new Chicago event space Ovation, and branding started at the exterior with the Tanqueray logo splashed on windows, doors, and a carpet at the entrance.
The event took place at new Chicago event space Ovation, and branding started at the exterior with the Tanqueray logo splashed on windows, doors, and a carpet at the entrance.
Photo: Dorothy Hong Photography
Customization continued inside, where clean images of the gin's bottle and logo lined the entrance hallway.
Customization continued inside, where clean images of the gin's bottle and logo lined the entrance hallway.
Photo: Dorothy Hong Photography
The activation offered a custom 'Tanqueray and Tonic' bar, where bartenders served specialty drinks using the gin.
The activation offered a custom "Tanqueray and Tonic" bar, where bartenders served specialty drinks using the gin.
Photo: Dorothy Hong Photography
Cocktail offerings included a Tom Collins.
Cocktail offerings included a Tom Collins.
Photo: Dorothy Hong Photography
Event Creative provided floral arrangements that matched the gin brand's red and green packaging.
Event Creative provided floral arrangements that matched the gin brand's red and green packaging.
Photo: Dorothy Hong Photography
The informal panel setup included directors' chairs in front of a branded backdrop.
The informal panel setup included directors' chairs in front of a branded backdrop.
Photo: Dorothy Hong Photography
Panelists included designers Maxwell Osborne and Ronnie Fieg, Grand Hustle Records founder Jason Geter (who also manages pop artist Iggy Azalea), and Coltrane Curtis, founder and managing partner of Team Epiphany. The theme of the panel discussion was 'Entrepreneurial Spirit.'
Panelists included designers Maxwell Osborne and Ronnie Fieg, Grand Hustle Records founder Jason Geter (who also manages pop artist Iggy Azalea), and Coltrane Curtis, founder and managing partner of Team Epiphany. The theme of the panel discussion was "Entrepreneurial Spirit."
Photo: Dorothy Hong Photography
Some 400 guests attended and stood to take in the panel discussion onstage.
Some 400 guests attended and stood to take in the panel discussion onstage.
Photo: Dorothy Hong Photography
DJ Timbuck2 spun as part of the entertainment.
DJ Timbuck2 spun as part of the entertainment.
Photo: Dorothy Hong Photography
The event also featured a monologue and performance from hip-hop artist—and recent Oscar winner—Common.
The event also featured a monologue and performance from hip-hop artist—and recent Oscar winner—Common.
Photo: Dorothy Hong Photography
The activation also had a photo op.
The activation also had a photo op.
Photo: Dorothy Hong Photography
Guests could post photos to Instagram with the event's hashtag, #TanquerayTrunkShow.
Guests could post photos to Instagram with the event's hashtag, #TanquerayTrunkShow.
Photo: Dorothy Hong Photography
At an on-site shopping experience, guests could pick up free casual clothing.
At an on-site shopping experience, guests could pick up free casual clothing.
Photo: Dorothy Hong Photography
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