Amarula is collaborating with artists and designers from across Africa on a new range of bottle designs that will be exclusively available in duty-free shops later this year.
Amarula is distinctively a product of Africa, made as nature intended and as the result of people and the environment working together. These African roots connect Amarula to the spirited people of Africa, and Amarula proudly celebrates this rich, exotic continent that lives by its own vibrant pulse.
This is the motivation behind Amarula’s latest collaboration with talented designers and artists from the four corners of Africa to create a Limited Edition Range inspired by their work which is set to launch exclusively in Global Travel Retail in October 2018 and will be showcased at the TFWA Asia Exhibition in Singapore (May 2018).
“Amarula seeks to open up the world to the energy and originality of Africa’s artists. They are not followers. The brand is working with real leaders and trendsetters, challengers of the status quo, and those whose hearts beat for Africa.” comments Maijaliina Hansen-Chipps, Global Development Manager. The design themes will include fashion garments, art, textile and jewellery design and the North-East-South-West African Range will provide a platform to showcase the artist and their premium craftsmanship to inspire the world.
The design inspiration for each bottle will explore the rich cultural diversity of Africa. The North African bottle, inspired by Egyptian fashion designer Amna Elshandaweely, is influenced by the blending of different and bold African cultures and customs. The East African bottle reflects the work of Kenyan Kate Mayeye, CEO of African Fabric & Designs Kenya Ltd. expresses an aesthetic blend of true African authenticity. The South African Bottle showcases Siphathisiwe Hlongwane, Director and Founder of Inkaturah, and reflects an elegant and sophisticated African sensibility. And the North African bottle inspiration, by Nigerian Olubunmi Adeyemi, founder of AFROMINIMA™, depicts a refreshing and contemporary expression of Afro minimalism. Like Amarula, they are all made from Africa.
“The brand and artists are tightly intertwined in this collaboration, and it was critical that the artists reflect Amarula’s untamed and distinctive African brand essence. The artists don’t just represent Africa and the continent though their craft. They represent Amarula too. The artists are doing something that is not only unique in Africa, but is also unique on the world stage.” concludes Maijaliina Hansen-Chipps.
Copyright The Duty Free Hunter 2019