After unveiling a new look for its signature 21-year-old Scotch whisky which depicts the royal heritage and Britishness of the brand, Royal Salute has joined hands with an Icelandic artist and held a visual art exhibition in Seoul.
Offering Korean consumers the chance to fully understand the colorful, rich heritage that the Royal Salute brand embraces, the latest exhibition includes Kristjana S. Williams’ illustrations. Her drawings feature the characters from the Royal Menagerie at the Tower of London and other images reflecting the brand’s Scottish roots such as the tartan butterflies and the view of the Speyside River.
The exhibition has taken place from Nov. 5 to 18 simultaneously at Banyan Tree Club & Spa Seoul and Gallery Planet in Apgujeong.
Icelandic artist Kristjana S. Williams poses with Royal Salute’s signature 21 Year Old Scotch whisky at Gallery Planet in Apgujeong, Seoul, on Nov. 5. (Pernod Ricard Korea)
“It was a unique opportunity for me to collaborate with Royal Salute. Royal Salute’s heritage, history and nature-based storyline all aligned with my artistic values,” Williams told The Korea Herald in an interview held at Gallery Planet.
Having grown up in Iceland and currently working in London, her genuine interest in nature and British Monarchy has given her inspiration to work with Royal Salute for the exhibition, she said.
Specifically, Williams said she has focused on portraying the forest, flowers, animals and other nature-based concepts through a sense of craftsmanship in each object inside her work.
“I tried to put the most prosperous time of the British history and British heritage-related values into my drawings in modern and witty way, balancing out modern touch and brand identity,” Williams said.
According to Royal Salute, its collaboration with Williams expresses “nobility of the royal family and contemporary luxury,” also adding English humor to the motif of the royal menagerie, which is symbolic of affluence and confidence.
Under the new brand concept, the Royal Salute products have also been realigned.
Royal Salute now consists of the brand’s representative whisky Royal Salute 21YO Signature Blend, the original Royal Salute 21YO Malts and, lastly, its Royal Salute 21YO Lost Blend, which is only available at duty-free stores.
“The expansion of the lineup and range of choice for luxury whisky is significant as the original 21-year-old whisky lineup has been expanded to malts,” a brand official said.
By Kim Da-sol (firstname.lastname@example.org