A Lucire special promotion
Pernod Ricard knows its markets, and Beefeater Gin, the international premium gin, has one asset that its competitors donât: it really is distilled in London.
With London often seeing itself as the capital of coolâits Fashion Week, for instance, takes up more pages in Lucireâs print editions than our usual mainstay of New Yorkâitâs no surprise that Beefeater chooses to tap in to its home town with a new campaign called #MyLondon (complete with hashtag).
Itâs not just a campaign, but a limited-edition bottle celebrating its London home, and the opening of a visitor centre later this year. To make things really pop, Beefeater has collaborated with Central St Martins, known for turning out some of Britainâs best fashion design talents (the late Alexander McQueen, Stella McCartney, John Galliano and Matthew Williamson are among its alumni).
The original #MyLondon competition ended last November with a giant laser projection in Covent Garden. Thousands of Londoners, as well as Central St Martins College students, shared what their city meant to them through their favourite photographs. These were gathered via Beefeaterâs website, and the best were selected by a panel of judges, to feature on the limited-edition bottle.
The bottle features 2,200 photographs fetauring everything from everyday life scenes (graffiti on walls to deck chairs) to more recognizable iconic images (double-decker buses and London landmarks). Beefeater has gone for authenticity rather than stereotype, creating a limited-edition bottle that Londoners themselves can be proud of. After all, no destination brand survives without being true to its people, and Beefeater knows, too, that its own brand is tied intimately with its base.
This video has been sponsored by Pernod Ricard and Beefeater Gin
To coincide with London Fashion Week, Claridge’s will host an exhibition, Midnight at Noon, featuring the work of fashion artist David Downton. Downton is Claridge’s fashion artist in residence.
The exhibition sees Downton’s portraits of luminaries such as Diane von FÃ¼rstenberg, Dita von Teese, Joan Collins, Alber Elbaz, Christian Louboutin, Laura Bailey, Stephen Jones and Sir Paul Smith.
Downton contributes to British Vogue, Christian Dior and the British Fashion Council.
Many were drawn, says the famous hotel, at its Fumoir bar, which was originally designed in the 1930s by Basil Ionides. Downton refers to the bar as his ‘office’.
In a release, Downton said, ‘Being artist in residence at the most beautiful hotel in London has, as I’ve often said, been the gig of the century. I expected the luxury of course and the service, but who knew about the magic? Claridge’s is Claridge’s and everywhere else is everywhere else â¦’
Claridgeâs General Manager Thomas Kochs said, ‘Over the years, some of our most iconic guests have been captured on camera and we feel Davidâs drawings add another dimension to the already established archives of Claridgeâs. David Downton has been a long-time friend of the hotel and we have admired his work for many years. It is a pleasure to share Davidâs talent with our guests!’
Zeo, a new soft drink from Freedrinks Ltd., launches this summer with an advertising campaign starring the Ukrainian-born British actress Vera Filatova, best known for her role as Elena in Channel 4âs Peep Show.
The dramatic advertisement sees Filatova ride on horseback through ice, then a forest where she is chased by wolves, before reaching a London bar.
The campaign cost Â£4Â·2 million, highlighting the drink’s ‘refreshing and surprising tingling taste sensation,’ says the company.
The drink targets a premium market and has fewer than 60 calories, with no artificial ingredients. It is meant to be served “Russian-style”, chilled at 4Â°C and without ice.
The frozen scenes are real: Freedrinks, collaborating with Enter and Framestore, went to the Arctic Circle with a team of 60 for the filming, over six days.
The advertisement was directed by Paul Shearer, creative director of Enter.
Lucire travel editor Stanley Moss was robbed on a train in India in 2008. This week he’s released a novella, a spinoff fantasy of what might have occurred after the theft, available as an on-demand paperback, and ebook. It’s called Supari, and was written after the event, while Moss waited for an exit visa, mired in the monolithic Indian bureaucracy.
The story is written in the style of a hard-boiled detective thriller. In it, a cool, Indian-born hitman from southern California is dispatched by a robbery victim to return to New Delhi to exact revenge. But in the process he discovers a deeper, more sinister conspiracy, not to mention a love interest, set among the teeming streets and lanes of the ancient capital city.
You can get your copy at www.createspace.com/4395213.
The story will also be available as an ebook from Kobo Books and at Amazon.
The story has also been issued as a screenplay by Sean Rooney under the title Hitman in Delhi, a companion volume to the original short story, available at www.createspace.com/4348055.