Neue Nationalgalerie // Bacardi

Client
BACARDI GmbH
Services
Event Design / Lighting Concept / Large Format Slide Installation

Always stylish, always in style – Bacardi Limited, the world’s largest privately held spirits company, decided it was high time to celebrate another enduring classic.

In a joint event with Berlin’s Neue Nationalgalerie (New National Gallery) the purveyor of delectable booze decided to honour renowned German-American architect Ludwig Mies van der Rohe with a carefully curated collection of works. The resulting show, “There is a Reason,” features the acclaimed structures, drawings, plans and photographs of the influential Bauhaus acolyte and celebrates the architect’s special ties to Bacardi.

After all, the drinks company shares a unique history with the famed visionary. Although his plans for Bacardi’s global headquarters in Santiago de Cuba were cut short by the Cuban Revolution, Mies did design two buildings for Bacardi in Mexico and Cuba. These two landmark structures later spawned two similar offspring – Berlin’s Neue Nationalgalerie in 1968 and the Bacardi building in Bermuda in 1972.

Closed to the public for more than 30 years, the gallery’s beautiful outdoor sculpture garden, home to masterpieces of some of the greatest artists in the world, was reopened for the exhibition’s launch event. With such an eminent location, the bar was set exceptionally high for the invitation-only preview and reception – and raised even further by flora&faunavisions’ exclusive visual installations.

Against the stark and striking backdrop of Mies van der Rohe’s gallery structure, a range of projections played on the venue’s idiosyncrasies and served to bathe the enchanting sphere in the lush history of Bacardi moments. All in all, 90 metres of ivy-covered walls saw a rich blend of vintage ads – plucked straight from the golden age of cocktails –, a mix of photographs celebrating the company’s Cuban roots, lifestyle, music and heritage as well as the master’s own architectural sketches and photography.

In addition, the ffv team devised an effective illumination concept to show off the garden, architecture and individual sculptures in the best light, supplemented by hand-picked ornaments and decorations, designed to convey the brand’s tradition and Cuban flair. Together with a range of perfectly executed and historically accurate cocktails, sounds and staff outfits, these helped to underscore the event’s elegant, yet lively 1920s and ‘30s atmosphere.

A meeting of minds, styles and aesthetics – for one night only? Let’s drink to that!