Distilling Art from a Barrel
The Glenfiddich distillery recently commissioned UK based design studio johnson banks to bring the maturation process of their single malt whiskies to life through a series of artworks. The creative team decided to use the barrel as their muse, exploring it in its singular parts, as a way of depicting the distinctive characteristics of Glenfiddich's five signature whiskies, aged 12 to 30 years. The end result of the project is a stunning display of industrial pieces that give weight to the passage of time. The image pictured at right illustrates “the angel's share,” the amount of whisky that evaporates during distillation, the words “For 21 Years We Take a Share” cut into the wood. With so many alcohol companies spending top dollar on advertising campaigns promoting vacuous experiences, it's a nice change to see a celebration of tradition and taste which is ultimately the thing being sold anyway.