In a celebration of creative collaboration, whisky brand The Famous Grouse is embarking on an exciting and innovative sculpture project.
Just as the famous whisky is blended together through the combined efforts of a whole host of creatives and distillers, the brand will express their ongoing encouragement of artistic collaboration and innovation in a similar way. Across the world, whisky lovers have been submitting responses to the question “What would you like to be famous for?” with each answer being laser cut onto a strip of aluminium. These individual answers will then be assembled into a wholly unique sculpture – a collaboration comprising over 34 engineers and artists, and musings on fame from whisky fans worldwide.
To mark the beginning of this new project, we spent a day wandering around the Cass Sculpture Foundation in West Sussex, which looks to support emerging and established artists by commissioning and selling their monumental work. Here, sculpture by some of the most exciting up-and-coming artists sits alongside those by the most revered, from Peter Burke to Paolozzi, in a stunning collection set in the West Sussex countryside. The park, founded by Wilfred and Jeanette Cass, is a unique example of how brilliantly creative efforts can seamlessly combine to fulfil one creative vision, and perpetuate new work in doing so.
Whether or not The Famous Grouse’s vision will be able to match that of sculptors such as Tony Cragg and Marc Quinn remains to be seen (they do set the standard somewhat high after all!), but the brand can only be applauded for their enthusiastic kindling of artists and engineers the world over. The Famous Grouse sculpture promises to be a very exciting project, which celebrates the heritage of the brand while promoting and supporting new creative output. We can’t wait to see what comes of it.
This article was produced in collaboration with The Famous Grouse.