Gin’s been undergoing something of a revival of late – and particularly in London. But Beefeater’s association with the British capital is no flash in the pan; though Beefeater was created in 1876, today it’s the only international gin brand to have its own London-based distillery. And then there’s the famous Beefeater logo which features the ceremonial guardians of the Tower of London in their distinctive red costumes.
So Beefeater’s latest collaboration makes perfect sense – it’s with another institution inextricably connected with London and fashion. Where else than internationally-renowned creative hub, Central Saint Martins College? With alumni including John Galliano, Alexander McQueen and Stella McCartney, there’s little doubt as to the university’s creative pedigree.
Beefeater asked Central Saint Martins students and real Londoners to share their images of #MyLondon to co-create a crowd-sourced limited edition bottle of the award-winning gin. It’s an expression of iconic London style, revealing a vibrant, unique picture of the cultural melting pot that the city has become today. From iconic landmarks and historic monuments to urban graffiti and the glorious Royal parks, it’s London – seen through the eyes of Londoners. Capturing the creative spirit of the city are more than 2,200 individual photographs which participants shared with Beefeater.
The limited edition bottle was unveiled with suitably theatrical flourish – as a huge laser projection in Covent Garden. You can see more about the project on the #MyLondon Facebook, where you can also create and send your own #MyLondon postcard to a friend, using one of the winning #MyLondon photographs.