Beefeater supports contemporary London design

Beefeater 24, the new super premium expression from Beefeater distilled in the heart of London, has collaborated with the Design Museum to present Super Contemporary, a new exhibition celebrating the spirit of London design; past, present and future

The exhibition, which runs from June 3 to October 4, will showcase 15 new commissions from London’s most dynamic and creative minds, inviting them to give something back to the city that has inspired so much of their work.

Super Contemporary includes commissions from Paul Smith, Wayne Hemingway, Ron Arad, Zaha Hadid, Thomas Heatherwick and Ross Philips and celebrates the creative magnetism of the capital and its enduring reputation as a beacon of design.

Some of the commissions will become much more than an exhibit as they will be put through their paces on London’s streets:

• ‘Head to Toe’ by Ross Phillips, head of Interactive at SHOWstudio will mix and match the general public via a series of interactive video pods at The Design Museum, Selfridges department store, Covent Garden and Idea Store in Whitechapel.

• British fashion designer Paul Smith's contribution of a ‘new London rubbish bin’ in the shape of a giant rabbit with ears that light up when anyone puts rubbish in them will be on display in Covent Garden and Holland Park for a four-month trial period from May 28.

Nick Blacknell, brand director for Beefeater Gin, comments: “Supporting Super Contemporary is a fantastic opportunity to engage a design savvy audience with Beefeater 24. The Design Museum is a highly reputable platform from which to highlight Beefeater’s strong link to London and what better way to showcase this than collaborating with some of the capital’s most famous designers?”

Beefeater dress reinterpreted
Beefeater 24 has also helped to commission fresh talent from top London design schools to demonstrate how they would reinterpret the uniform of the Tower of London’s Yeoman Warders, or ‘Beefeaters’ – which has been featured on Beefeater Gin bottles for more than a century. Three of these inspirational and creatively styled uniforms will be on show at Super Contemporary in the ‘tank’ outside the Design Museum as part of the show space.

1 June 2009 - Felicity Murray