Creativity Connection: LIFEWTR® Announces Global Partnership With Frieze

Amanda Sharp, co-founder Frieze, said: "It's wonderful to see brands interacting with art and supporting artists. For 27 years Frieze has promoted the most interesting artists in Frieze Magazine and at Frieze Art Fairs and we are always looking for innovative ways to enhance the work that galleries do to support artist careers. Collaborations like Frieze and LIFEWTR have the potential to create new opportunities for emerging artists and bring their work to a huge new audience."

This newly formed global partnership begins at Frieze New York, with LIFEWTR unveiling its latest design series, Art Beyond Borders. The brand's fifth series highlights artists who are inspired by multiple cultures and showcases artwork that embraces intersections of culture – from languages and travels to experiences and commonalities – creating a curious and open-minded dialogue to bridge divides, uniting people around the world.

The Art Beyond Borders Series provides a canvas to expose cross-cultural perspectives and leverage art as a medium to spark and foster understanding and unity, with the work of three artists, Laercio Redondo, AIKO and Yinka Ilori:

• Laercio Redondo – A Brazilian-born artist who brings Latin influences to his Nordic-based work engages with culture's collective memory and its impact on society. His work is often based on the interpretation of specific events in relation to a city, its architecture and its historical representation.
• AIKO – Born and raised in Tokyo before moving to NYC, she is recognized in the art world as one of the most exciting emerging artists. Her large-scale works, which unite Western and Eastern cultures, are installed in many cities around the world.
• Yinka Ilori – Based in London, Ilori is an artist and designer who focuses on revitalizing and reinterpreting vintage furniture, inspired by the traditional Nigerian parables and African fabrics that surrounded his childhood looking to connect people throughout the world through the storytelling of his work.  

The LIFEWTR Series 5 bottles are now available in the U.S. in four sizes: 20oz (NEW) 500ml (NEW), 700mL and 1L, as well as multipacks. For more information please visit www.LIFEWTR.com.

Frieze New York
The LIFEWTR x Frieze partnership begins with a robust activation at Frieze New York, May 4– 6, where LIFEWTR will host two engaging talks around the theme of Art Beyond Borders in the LIFEWTR Lounge. Derek Blasberg, writer, host of CNN Style and Vanity Fair's 'Man on the Street,' will moderate a discussion with artists Yinka Ilori, Chloe Wise and curator Isolde Brielmaier. Alyse Archer-Coité, Director of Culture and Programming at A/D/O, will moderate a discussion with artists Raul De Nieves, Tschabalala Self and Jordan Nassar. 

As part of the partnership, The LIFEWTR Fund will return to Frieze New York this year, supporting the acquisition of a significant work for the Brooklyn Museum. Launched in 2017, the fund made possible the Museum's acquisition of Untitled (1971) by Virginia Jaramillo, a work currently featured in the international touring exhibition, "Soul of A Nation: Art in the Age of Black Power." The LIFEWTR Fund will enable the Museum to apply a total of $100,000 to purchase a work from the fair for its permanent collection. The esteemed 2018 selection panel, including the Brooklyn Museum's Shelby White and Leon Levy Director, Anne Pasternak; Deputy Director & Chief Curator, Jennifer Chi; along with curators Eugenie Tsai, Catherine Morris, Ashley James and Carmen Hermo, will visit the fair on May 2, with their decision announced later that day. The fund is chaired and organized by Osminkina.

Additionally, the family of more than 15 LIFEWTR artists from around the world from the brand's Series 1 – 5 will attend Frieze New York to experience a range of highly-curated, immersive advancement programming.

FOR FURTHER INFORMATION:
LIFEWTR: Katie Cwayna / [email protected] / 231-638-2461

About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $63 billion in net revenue in 2017, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.

At the heart of PepsiCo is Performance with Purpose – our fundamental belief that the success of our company is inextricably linked to the sustainability of the world around us. We believe that continuously improving the products we sell, operating responsibly to protect our planet and empowering people around the world enable PepsiCo to run a successful global company that creates long-term value for society and our shareholders. For more information, visit www.pepsico.com.

About Frieze
Frieze is the world's leading platform for modern and contemporary art for scholars, connoisseurs, collectors and the general public alike. Frieze comprises three magazines—frieze, Frieze Masters Magazine and Frieze Week— and four international art fairs—Frieze London, Frieze Masters, Frieze New York and Frieze Los Angeles. Additionally, Frieze organizes a program of special courses and lectures in London through Frieze Academy.

Frieze was founded in 1991 by Matthew Slotover and Amanda Sharp, with the launch of frieze magazine, the leading international magazine of contemporary art and culture. In 2003, Sharp and Slotover launched Frieze London art fair, which takes place each October in The Regent's Park, London. In 2012, they launched Frieze New York, which occurs each May in Randall's Island Park, and Frieze Masters, which coincides with Frieze London in October and is dedicated to art from ancient to modern. In 2018, Frieze announced the launch of Frieze Los Angeles, which will open February 14–17, 2019 at Paramount Pictures Studios, Los Angeles.

SOURCE PepsiCo

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