LVMH Moët Hennessy Louis Vuitton-owned Belvedere Vodka has partnered with Nigerian artist Laolu Senbanjo to create new limited-edition packaging.
As the first Belvedere bottle with full wrap sleeve technology, it features a flowing design with sharp edges that aim to represent the water and rye working together.
Subtle skin-sense texture, which reacts to UV lights, is used to bring another sensory component to the bottle.
Belvedere said the charcoal colouring and distinct shapes create “complex, story-rich designs”.
Rodney Williams, president of Belvedere Vodka, said: “When Laolu paints a subject, each design is unique to what he believes depicts their inner beauty. This phenomenal message is seamlessly in line with our mission to reveal the unexpected beauty in life.
“Also, as a social advocate and former human rights attorney, Laolu’s philosophies align with our commitment to community and creating positive action in the world; in this case, the programme supports the (RED) organisation and the Global Fund to fight HIV/AIDS in Africa, a cause we’ve been supporting for eight years.”
Laolu Senbanjo added: “As an artist, I get to share my soul with people around me, my environment and the world and I’m able to channel my experiences like my journey as a human rights attorney and as a Nigerian.
“The Belvedere bottle design came from that inspiration as well as doing a lot of research about what Belvedere is at its core, like the rye and the pristine water.
“The bottle is an amazing blend of my art and bringing to life what Belvedere stands for – and I get to be a part of giving back to society, which means a lot to me.”
Available in 70cl, 1 litre and 1.75 litre formats, the new bottle design will be launched at this year’s New York Fashion Week.
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