Everyone’s favourite liqueur Jägermeister are going through a bit of a revamp with their branding and to celebrate they’ve been hosting a range of unique events, collaborating with creative and successful Australian artists that align with their new image.
Jägermeister are on a journey to revolutionise their brand and take it from the party-inspired jäger-bomb, to a sophisticated, Berlin inspired ice-cold shot.
Jägermeister have been putting forth this campaign in Australia to reflect their rebranding through Meisterpieces, which are essentially collaborations with creative, mysterious and unique Australian artists who are masters of their craft and at the top of their career.
Some artists that Jägermeister have worked with previously include custom motorcycle builders Sol Invictus, typographer Tristan Kerr and film photographer Dan Marsh of Bayou Film. This time round Jägermeister stepped it up by working with Melbourne audiovisual artist, Kit Webster.
Meisterpiece 04 was the latest collaboration with Webster; an epic event that recently occurred in Melbourne. This exceptional event celebrated the alignment of the new and defined Jägermeister brand with local audiovisual artist Kit Webster. DJ Charles Oliver was the mastermind behind the music, alongside the free-flowing Jägermeister that was experienced by patrons as it should be – as an ice-cold shot.
Kit Webster created hybrid sculptural forms and immersive environments enhanced by intense audiovisuals for the event, which was hosted at Golden Square Car Park. If you’ve never heard of Kit Webster then you need to check him out; he’s done audiovisual work for big names all over Australia such as VAMFF, Vivid Sydney and Calvin Harris’ visuals for his One Love show in Melbourne. This night saw Jägermeister transform the unique space that is Golden Square into an immersive, light up music and art event for all to enjoy.
Word on the street is that the next party – Meisterpiece 05 – is going to be held again in Melbourne, and who knows what quirky space and artist they’ll find for it. Keep an eye out here and on Jägermeister’s socials to find out more.
By Julia Dicconson
