Selected artists are being offered a one-off opportunity to create a series of limited edition point of sale materials for heritage beer brand Tetley’s, to be rolled out in pubs across the UK as part of a partnership between Carlsberg UK and Leeds’s newest centre for contemporary art, The Tetley.
The collaboration between artists and brewers began with the takeover by artistic organisation, Project Space Leeds, of the former Tetley’s brewery headquarters in November 2013. Artists are being invited to respond to Tetley’s fascinating archive of material from the brewery’s industrial past, much of which is held in the custody of The Tetley, and to apply an artist’s lens to create ‘The 2015 Tetley’s Collection’.
Materials available include important artworks, marketing materials, tools, commemorative beers and business documents.
Concepts from 10 artists will exhibited at The Tetley from March to May 2015 and one of them will be selected by a panel of judges, comprising experts from the distinctly different worlds of art and brewing. The chosen artist will see their work rolled out nationwide in selected pubs across the UK.
Commenting on The 2015 Tetley’s Collection, Paul Morris, Tetley’s Brand and Sponsorship Activation Manager, said: “Working in this way with the curatorial team at The Tetley is a natural extension of our collaboration, in exploring the history and heritage of the Tetley’s brand.
“Tetley’s is one of Britain’s favourite and most successful beer brands with a reputation spanning nearly two centuries. As a brewer we are excited to see what inspiration artists will take from our heritage, to develop limited edition point of sale materials that will be seen by our customers.”
Pippa Hale, Co-founder and Director of The Tetley added: “Carlsberg UK is quite rightly very protective of its award-winning Tetley’s brand therefore it is to their credit that they are open to this collaboration and allowing artists to be creative with it.
“Now that The Tetley is a year old, I’m really excited that we are working with Carlsberg UK in this creative new way. What began as a partnership to transform the building into a cultural destination for Leeds has developed into a commissioning opportunity for contemporary artists which is what The Tetley is all about.”
Key dates:
w/c 12 January 2015 Artist brief available
12 March 2015 Exhibition opens of ten selected artists’ work at The Tetley
25 March 2015 Judging panel selects winning artist
30 April 2015 The 2015 Tetley’s Collection is rolled out to pubs nationwide
May 2015 Exhibition closes
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Notes to editors:
For any media enquiries and information requests including interviews, features, events and photography, please contact:
Mark Stretton Fleet Street Communications T: 020 3567 5802
E: mark@fsc.uk.com
About Carlsberg UK
Our aim is to be the best beer and beverage business in the UK. We employ 1,800 people and boast household name brands including Carlsberg, Tuborg, San Miguel, Mahou, Tetley’s, Staropramen and Somersby Cider. We’re the only national brewer with its own dedicated distribution network and each of our UK depots is Cask Marque accredited. Importantly, we are engaged with society, which means we embrace our responsibilities and always strive to do the right thing.
About Tetley’s
Tetley’s was brewed in Leeds at Tetley’s Brewery for nearly 200 years and has a strong and proud history that is synonymous with the city. Tetley’s still lives by its founder Joshua Tetley’s mantra ‘quality pays’ and in 2013 Tetley’s Cask won the Silver Award in The International Brewing Award. The image of the Huntsman represented the brand for over 75 years until it was dropped from the Tetley’s logo in 2000 and replaced by a rugby ball icon (to coincide with Tetley’s sponsorship of the Rugby League). However it returned in a new guise in 2011.
About The Tetley
The Tetley is Leeds’ newest centre for contemporary art and learning that opened in
November 2013. Created in the iconic headquarters of the former Tetley’s Brewery in South Central Leeds, the Tetley shows and champions work by emerging and mid-career artists that is critically engaged and ambitious. Whilst The Tetley supports artists who are pushing the boundaries of contemporary art practice, the centre is committed to making their work accessible and enjoyable to visitors of all ages and backgrounds through participation and events programmes.
The Tetley is the custodian of the Tetley Collection, a fascinating archive of material from the Brewery’s industrial past, containing thousands of items including important artworks (paintings, architectural plans, photographs, silverware and furniture) but also ephemera including marketing materials, tools, commemorative beers and business documents.
Maisie Johnson | Junior Account Executive
