LIFEWTR, Frieze announce a creative deal
Beverage companies form global partnership
LIFEWTR, a brand of Purchase, N.Y.-based PepsiCo Inc., announced a multi-faceted global partnership with Frieze, London. The newly formed partnership will begin at Frieze New York, with LIFEWTR unveiling its latest design series, Art Beyond Borders, the companies stated.
Art Beyond Borders is the brand’s fifth series that showcases artists who are inspired by multiple cultures and showcases artwork that embraces intersections of culture — such as languages, travels, experiences and commonalities — creating a curious and open-minded dialogue to bridge divides, uniting people around the world, the companies said.
Amanda Sharp, co-founder of Frieze, said in a statement: “It’s wonderful to see brands interacting with art and supporting artists. For 27 years Frieze has promoting the most interesting artists in Frieze Magazine and Frieze Art Fairs and we are always looking for innovative ways to enhance the work that galleries do to support artists’ careers.
“Collaborations like Frieze and LIFEWTR have the potential to create new opportunities for emerging artists and bring their work to a huge new audience,” she adds.
The Art Beyond Borders series will provide a canvas to expose cross-cultural perspectives and leverage art as a medium to spark and foster understanding and unity, with the work of three artists: Laercio Redondo, AIKO, and Yinka Ilori, the companies said.
The LIFEWTR Series 5 are available for purchase in the United States in four sizes: 20-ounce, 500-ml, 700-ml, and 1-liter bottles.