OAKLAND, Calif., Dec. 7, 2018 /PRNewswire/ -- In recent
years, Bulleit Frontier Whiskey has partnered with its friends on
the cultural frontier to create awe-inspiring projects through its
Frontier Works platform. From the first ever tattoo billboard
collaboration, to the rebirth of neon, and let's not forget the
groundbreaking impression art works, Bulleit Frontier Works is a
series of projects and collaborations with modern cultural
creators.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8447051-bulleit-frontier-whiskey-3d-printed-frontier/
Last night, Bulleit took it to the next level by uniting art,
design, cocktails, music, new age lighting and next generation
technology to unveil its latest Frontier Work – The Bulleit 3D
Printed Frontier- a series of private, invite-only events
held at the historic Sixteenth Street Station in Oakland. The
magic of The Bulleit 3D Printed Frontier is found in the deep
collaboration with some of culture's most inspiring, boundary
breaking artists and makers.
The Bulleit 3D Printed Frontier comes to life around a jaw
dropping 3D printed bar designed by the award-winning architecture
and design practice FAR frohn&rojas, and fabricated by the
Machine Histories team. The bar design, which was inspired by
the iconic Bulleit Bourbon label and award-winning whiskey, will
find a permanent home at the new Visitor's Center at The Bulleit
Distilling Company in Shelbyville,
KY, in 2019; however, it will stop at several cultural
hotspots along the way starting in Oakland, CA.
The experience features 3D printed cocktails by robotics pioneer
Benjamin Grimeil who worked closely with local mixologists.
Paired with 3D printed cocktails, guests also enjoyed 3D printed
light bites and musical performances from local
Oakland artists, Meklit Hadero – a renowned singer whose
beats, lyrics and rhythms are derived from the environment using
star mapping technology, and Club Chai DJs 8ulentina and
Foozool – resident artists who will be spinning set lists
inspired by the frontier spirit and cultural heritage of
Oakland. The entire 3D Printed
Frontier is enhanced by the magic of Tanya Orellana and Elaine Buckholtz – a highly awarded lighting
and projection team who've leveraged the latest in technology to
create a unique ambiance fit for this frontier experience.
"There is nothing like this out there! We are flipping the
script on how we share Bulleit with people by creating experiences
inspired by the frontiers of the past, to forge new frontiers
today," said Sophie Kelly, Sr. Vice
President of DIAGEO North American Whiskeys. "From
reimagining what a bar could be, to partnering with cutting edge
mixologists and robotics pioneers to print 3D cocktails, this
experience defies convention in order to redefine tradition, taking
people on a journey that explores new frontiers. We're proud
to call Oakland's Sixteenth Street
Station home for these events and even prouder that our partnership
will assist in the urban renewal of this cultural landmark and
spectacular space."
In addition to occupying the Sixteenth Street Station for The
Bulleit 3D Printed Frontier, Bulleit will also make a monetary
donation to BRIDGE Housing, the nonprofit affordable housing
developer that owns the Station, which helps revitalize the
West Oakland area through
inclusive programming. The donation builds on the Bulleit
brand's continued investment to support urban renewal and will
serve to preserve the community's rich culture for generations to
come.
To create the bar at the Bulleit 3D Printed Frontier, the FAR
team studied the Bulleit bottle label to understand how its unique
shape and positioning formed such an iconic design for one of the
nation's fastest growing whiskeys. Instead of a traditional
drawing of the design, FAR based their design on an algorithmic
script that defines the geometry of the piece through a series of
digital data sets. The bar's copper surface was inspired by
the amber color of Bulleit Bourbon. Taking the bar from
design to production was a unique challenge due to the intricacies
of the fine lattice structure that are inherent to 3D printing. FAR
and Bulleit collaborated to design and redesign the lattice
structure more than a dozen different ways to allow for varying
densities in different areas of the bar to maximize visual impact,
but still cater to the functional needs the bartenders who are the
backbone of the Bulleit brand.
"Partnering with Bulleit was exciting because it gave us the
opportunity to think about 3D printing with a frontier spirit, and
to design a bar that conceptually and technologically brings the
spirit of doing things differently to life," said Marc
Frohn, FAR Co-Founder and Lead Architect. "We reimagined
the support structure inherent to 3D-printing – one that is
normally not visible – to become the bar itself. Light then turns
this lattice bar into a lantern animating the raw spaces the bar
inhabits."
Machine Histories, a design and fabrication studio, then 3D
printed the bar which took over 2,000 hours of man and womanpower,
not including the hundreds of hours invested in design and
engineering. Some of the most technologically advanced 3D printing
equipment in the world produced the roughly 3,000 3D printed
components, 1,700 struts, and over 1,300 nodes in this
one-of-a-kind design. Normally, a project like this could
take years to complete, but thanks to the collaboration between all
parties working in tandem, the bar was finalized in a little over
three months. The bar is printed from glass filled nylon
using SLS (selective laser sintering) – an advanced process
reflective of the brand's commitment to use some of the most modern
whiskey making technology possible at the bar's ultimate home at
The Bulleit Distilling Co.
"Bulleit really challenged us to collaborate with a number of
partners to rethink what is possible and throw traditional
guidelines out the window," said Jason
Pilarski, Partner at Machine Histories. "That sense of
freedom was scary and liberating all at the same time, but
ultimately inspired this truly innovative intersection of art,
design and technology."
The Sixteenth Street Station will host The Bulleit 3D Printed
Frontier for the series of private invite only events where Bay
Area adults can check out the artists and the latest in 3D printing
technology. The Bulleit Frontier Works: 3D Printed Frontier
experience will then embark on a national tour including its next
stop in Austin, TX in 2019.
For more information about the Bulleit 3D Printed Frontier, adults
21+ can check out @Bulleit on Instagram to learn how makers,
artists and frontiersmen and women can get involved and create
their own awe on the cultural frontier.
Bulleit Frontier Works: 3D Printed Frontier follows on the heels
of previous Bulleit Frontier Works programs, TATTOO (where Bulleit
created the world's largest tattoo billboard in partnership with 24
American tattoo artists), TATTOO BOTTLES (where the brand tattooed
select designs from some of the nation's most popular tattoo
artists directly onto Bulleit Bourbon bottles), NEON (featuring a
one-of-a-kind neon light art exhibit at Los Angeles' Grand Central Market) and
IMPRESSIONS (a series of impression illustrations launched at the
iconic Frieze Art Fair in New York
City). For a closer look at Frontier Works, follow Bulleit
on Instagram @Bulleit and check out the hashtag #FrontierWorks.
Whether enjoying a classic Bulleit Rye Old Fashioned or new age,
3D printed Bulleit Bourbon Beta Test cocktail (a technological and
gastronomical feat given the complexity of whiskey's makeup), adult
consumers who join Bulleit on the modern cultural frontier are
always encouraged to drink responsibly.
About Bulleit Frontier Whiskey
Bulleit is one of the
fastest-growing whiskeys in America, founded in 1987 by
Tom Bulleit, who attributes that
growth to bartenders and cultural partners who've adopted it as
their own. The Bulleit Frontier Whiskey portfolio is distilled and
aged in the Bulleit family tradition, using a distinctive high rye
recipe, which gives them a bold, spicy taste. Most recently,
Bulleit Barrel Strength Bourbon won a Double Gold medal and Best
Straight Bourbon at the 2018 San Francisco World Spirits
Competition.
In 2017, Bulleit celebrated its 30th anniversary with the
opening of a new, state-of-the-art distillery located in
Shelbyville, Ky. In 2019, a
Visitor's Center will open at the Bulleit Distilling Co. in
Shelbyville to share our modern,
technological and sustainable approach to making great whiskey.
Fans are invited to learn more about the past, present and future
of Bulleit by visiting the Bulleit Frontier Whiskey Experience at
Stitzel-Weller in Louisville, KY.,
a member of the Kentucky Bourbon Trail® tour. For more information,
visit www.bulleit.com or follow @Bulleit on Instagram.
About Diageo
Diageo is a global leader in beverage
alcohol with an outstanding collection of brands including
Johnnie Walker, Crown Royal, Bulleit
and Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. Diageo is
listed on both the New York Stock Exchange (DEO) and the London
Stock Exchange (DGE) and our products are sold in more than 180
countries around the world. For more information about Diageo, our
people, our brands, and performance, visit us at www.diageo.com.
Visit Diageo's global responsible drinking resource,
www.DRINKiQ.com, for information, initiatives, and ways to share
best practice.
Follow us on Twitter for news and information about Diageo North
America: @Diageo_NA.
Celebrating life, every day, everywhere.
Media
Contacts:
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Zack Nobinger,
Taylor
|
Phil Pearson,
DIAGEO
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znobinger@taylorstrategy.com
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phillip.pearson@diageo.com
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704-644-6927
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646-223-2309
|
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SOURCE Bulleit Frontier Whiskey