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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.<\/p>\n
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Amarula is distinctively a product of Africa, made as nature intended and as the result of people and\u00a0the 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.<\/p>\n
This is the motivation behind Amarula\u2019s latest collaboration with talented designers and artists from\u00a0the 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).<\/p>\n
\u201cAmarula seeks to open up the world to the energy and originality of Africa\u2019s artists. They are not\u00a0followers. The brand is working with real leaders and trendsetters, challengers of the status quo, and those whose hearts beat for Africa.\u201d comments Maijaliina Hansen-Chipps, Global Development\u00a0Manager. 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\u00a0premium craftsmanship to inspire the world.<\/p>\n
The design inspiration for each bottle will explore the rich cultural diversity of Africa. The North African\u00a0bottle, 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\u00a0Kate 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\u00a0Founder of Inkaturah, and reflects an elegant and sophisticated African sensibility. And the North\u00a0African bottle inspiration, by Nigerian Olubunmi Adeyemi, founder of AFROMINIMA\u2122, depicts a\u00a0refreshing and contemporary expression of Afro minimalism. Like Amarula, they are all made from Africa.<\/p>\n
\u201cThe brand and artists are tightly intertwined in this collaboration, and it was critical that the artists\u00a0reflect Amarula’s untamed and distinctive African brand essence. The artists don\u2019t just represent Africa and the continent though their craft. They represent Amarula too. The artists are doing\u00a0something that is not only unique in Africa, but is also unique on the world stage.\u201d concludes Maijaliina Hansen-Chipps.<\/p>\n