Artists are being offered a one-off opportunity to compete for a new creative commission – ‘The 2015 Tetley’s Collection’ – in celebration of an original partnership between Carlsberg UK which owns heritage beer brand Tetley’s and Leeds’s newest centre for contemporary art, The Tetley.
The collaboration between artists and brewers began with the takeover by 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 The 2015 Tetley’s Collection.
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 said: “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.”