Art installation commissioned by Martin Miller’s Gin set to be immersive highlight of The Affordable Art Fair
- Created by emerging young artists, the installation will appear at The Affordable Art Fair in London in October
- Experimenting with ice, water and light, it will explore themes of purity, transformation and the creative process
- Commissioned during lockdown and currently in production, it will invite visitors to reflect on the isolation they experienced during the pandemic
- The is the first in a series of initiatives by Martin Miller’s Gin to support the artistic community against a challenging economic and creative backdrop
The world’s most awarded gin brand since 2004, Martin Miller’s Gin today announces its Art out of Isolation commission, an experiential art installation supporting young artists and which is set to be a highlight of October’s Affordable Art Fair, taking place in Battersea, London and running from Thursday 21 to Sunday 24 October 2021.
Art out of Isolation Commission
Representing the first in a series of global initiatives to support the arts and young artists, Martin Miller’s Gin commissioned Spanish painter, printmaker and sculptor, Violeta Maya and Greek designer and visual artist Persiis Hajiyanni during lockdown to create an art installation that invites us to reflect on the pandemic isolation – whether positive or negative – addressing issues of loneliness, change, peace, quiet and creativity. The consequent interactive ‘walk-through’ artwork encourages visitors to slow down, reflect and appreciate the stillness within themselves that was experienced during a year of lockdowns and isolation.
Within this, the installation explores the themes of purity and transformation, which lie at the heart of the history and quality of Martin Miller’s Gin as it blends its English-distilled gin with the purest Icelandic spring water, with each element transforming the other to produce the smooth taste and silky soft mouth feel for which it is world-renowned. This transformative water plays a central role in the installation, along with ice, light and water.
The scale and ambition of the project reflects the tagline of Martin Miller’s Gin – From Madness To Genius. The concept is inspired by the eponymous Martin Miller – himself an artistic soul – who, with his co-founders, challenged the convention of traditional gin production and created a genius gin from a ‘mad’ idea (as it was considered at the time). His obsession with creating the world’s best gin is mirrored by artists as they overcome myriad challenges to realise their visions and ambitions.
With global creative industries having been hit hard during the pandemic as well as the hospitality sectors, motivated by its heritage story founded in art and creativity, Martin Miller’s Gin envisages that a global programme of partnerships, events and commissions to unlock the creative genius out of the madness of recent times will follow this initial commission.
Violeta Maya and Persiis Hajiyanni met in London during their artistic studies. Violeta works with several mediums, mainly, video, sculpture, and interactive installations; all with a common idea behind: to bring up to the podium everyday subtleties in movement, rhythm and sounds. Persiis engages in the field of physical experience design with a focus on interactive installations. Together they have created installations for the Festival d’Arts Lumíniques and for Central St Martins as well as the Affordable Art Fair.
Martin Miller’s Gin and The Affordable Art Fair
The commission forms part of a wider partnership with The Affordable Art Fair of which the brand Martin Miller’s Gin is the Official Drinks Partner. During the fair, the brand will host a series of educational and inspiring talks and tastings with the global brand ambassador and produce themed bar installations.
Coinciding with the Affordable Art Fair, Martin Miller’s Gin will partner with a number of London’s top bars and restaurants to offer exclusive art themed cocktails and special tasting menus. The menus will be available in the run up to and during the fair.
Global Sales and Marketing Director Robert
Eastham comments: “Commissioning this artwork from two young, talented artists such as Violeta and Persiis, is the first in a series of global initiatives that we are putting in place. Martin Miller himself had the soul of an artist, he was known for creating the Martin Miller’s Art & Antiques Guides, and supporting the artistic industries, meaning that art and creativity are in our brand DNA. We are proud to be creating this artwork which is to be unveiled at the Affordable Art Fair and we look forward to visitors being inspired – indeed transformed – by their experience of it. The fair provides the perfect springboard for our future work with artists and the art world eco-system which has had a particularly punishing time due to the pandemic, as well as supporting the on trade with the cocktail art twist. Watch this space for many more initiatives to come.”
For further information, please visit www.martinmillersgin.com