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ART OF PURE PLEASURE (article first published : 2004-12-26)

Appletiser's - The Art of Pure Pleasure is an innovative exhibition launched in Johannesburg earlier this year. Partially in celebration of Appletiser's new look, and partially for the simple love of art, The Art of Pure Pleasure is currently on show at the BAT Centre before it goes on to tour South Africa’s major shopping malls with a groundbreaking digital art exhibition.

Appletiser has introduced a classically styled new bottle to the South African market with a fresh look aimed at the modern, sophisticated woman that reflects the movement of global design trends. “To commemorate our new look and strategy, Appletiser commissioned the country's best artists to produce works of art for the Appletiser 100% Pure Pleasure Art Collection confirming the new positioning statement,” says Andrea Shaw, Appletiser Marketing Manager for South Africa and the Asia Pacific Region.

The touring digital art concept was the brainchild of multi-talented well-known South African personality, Andre Schwartz, and harnesses the power of art in exploring Appletiser's central theme: Pure Pleasure. The works were filmed as animated small movies and will be shown on plasma screens at shopping centres around South Africa. "With this exhibition Appletiser is presenting wonderful art in a new environment. The works of art really do come alive and it is a visual animated feast not to be missed," says Andre Schwartz.

“The entire exhibition is a Pure Pleasure experience,” he continues. “So people viewing the digital art in the malls will receive a free chilled Appletiser, which will introduce the public to the new look Appletiser bottle. Members of the public will also have the opportunity to scratch and win - whereby they stand in line to win one of two prizes immediately: A beautiful shopping bag with an artwork printed on it, or a jewel incrusted white gold butterfly, designed by Jenna Clifford.”

Although the digital art tour ties into Appletiser's launch of its new look, the commissioned art works are not literal interpretations of Appletiser products.

“The brief to the artists was to depict women experiencing pure pleasure,” says Schwartz. “So the art focuses on the Appletiser brand ethos rather than the literal product. The results are truly impressive - both the original works and the animated digital display.“

The 12 artists in the exhibition are Ryan Arenson, Hanneke Benade, Hardy Botha, Chris Diedericks, Diek Grobler, Braam Kruger, Solly Malope, Andre Naude, Michele Nigrini, Zondi Skosana, Zach Taljaard and Angus Taylor.

The Appletiser digital art exhibition features six plasma screens, all running a 14 minute animated DVD which provides a combination of film photography and stills bringing the art work life, especially the sculptures. In a commendable project to create greater public awareness of the collection, the digital display will move through the country's major shopping malls until February 2005. It can be seen at Musgrave Centre from February 9 to13 and at Gateway Theatre of Shopping from February 16 to 20.

Appletiser 's - The Art of Pure Pleasure runs until January 8 in the Menzi Mcunu Gallery at the BAT Centre. It then moves to the Bell-Roberts Gallery in Cape Town. More information from Bridget van Oerle of BUZ Publicity on 011 673 4995 or 083 263 6991 or e-mail: bridget@buz.co.za




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