The 2015 Tetley’s Collection campaign will invite creatives to respond to Tetley’s archive of historical materials and create a new artwork. Ten entries will be chosen and exhibited at the cultural venue from March until May.
A judging panel from the worlds of art and brewing will select the winner, who will see their work rolled out nationwide in selected pubs across the UK. The champion design will feature on branded materials such as drip mats, beer runners and pump clips.
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. 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: "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."
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