William Grant & Sons-owned Glenfiddich whisky has partnered with Rise Art to launch a luxury art rental experience.
The Art of Glenfiddich is a collaboration that is said to capitalise on the growing rental trend in the art and luxury markets, allowing customers to temporarily ‘own’ artworks by established and emerging international artists, enabling them to ‘enhance their whisky experience at home’.
Rise Art, a pioneer within the digital art market, aims to redefine consumer relationship with art ownership through a subscription service.
The Art of Glenfiddich experience will be offered with the purchase of whiskies from Glenfiddich’s Time Re:Imagined Collection – a trio of opulent single malts consisting of the 30-, 40- and 50-year-old expressions – with contemporary artworks exploring moments in time.
Meanwhile, purchases of its Grand Series, which draws on whisky traditions from around the world, will offer access to works from artists with diverse styles and cultural backgrounds to accompany each whisky’s unique character.
Each of the artworks will be handpicked to pair with each of the specific liquids in a bid to echo Glenfiddich’s pioneering spirit by creating ‘a sensory journey where piece and pour harmonise in taste and visual storytelling’.
The whisky will be delivered to doorsteps with its art counterpart, chosen by Rise Art’s curators.
The website also offers an opportunity to browse a range of curated artworks featuring progressive, contemporary artists, from Damien Hirst, Mr A and Pure Evil to rising art stars, including Lucy Cade and Fuschia.
Available exclusively through global retailer The Whisky Exchange, the personalised service caters for high-end purchases and accessible rentals for entry-level buyers.
At the top end of the price spectrum, with an RRP of £38,700 (US$47,720), buyers are offered a white-glove collection and installation service, a personalised art advisory session, behind-the-scenes experiences, and a three-month subscription to a personal curator service.
At the base price of £180 (US$222), consumers are offered a one-month rental from an emerging artist, as well as delivery and collection service.
Scott Phillips, co-founder of Rise Art, described the collaboration as an opportunity to make art more accessible and engaging, bringing it out of galleries and auction houses and into intimate, personal spaces.
“What’s truly exciting is the diversity of profiles across various price points. We can create playful pairings with emerging artists or curate something extraordinary at the high end with globally celebrated names. Art has this incredible ability to shift our perspective – allowing us to see the world through someone else’s eyes. With these pieces on the wall, people can sit, drink, and reflect deeply on the artist’s practice. It’s about sparking imagination and challenging how we perceive the world around us.”
Phillips added: “One of the things I like about art is that it allows you to see the world through someone else’s perspective. People get the artwork on their wall; they’re sitting, drinking and thinking more deeply about the artist’s practice. It’s about how it challenges our perceptions and imagination.”
The Art of Glenfiddich is available exclusively with purchases of Glenfiddich’s Time Re:Imagined Collection and Grand Series from 5 December 2024 to 28 February 2025, via The Whisky Exchange.
The pieces are subject to availability, with 368 rentals available in total.
Last month, Glenfiddich teamed up with contemporary ink artist Zhang Yu to create limited releases for Lunar New Year 2025.
Read Full Story at source (may require registration)
Author: Miona Madsen
