Glenmorangie collaborates with Dilip Chhabria (Lead)September 20th, 2012 - 7:01 pm ICT by IANS
Mumbai, Sep 20 (IANS) Come Sep 28, Mumbai auto lovers will witness an automotive masterpiece designed by ace car designer Dilip Chhabria as part of Glenmorangie’s “Unnecessarily Well Made” initiative in India.
Glenmorangie, a Scotland-based company owned by Louis Vuitton Moet Hennessy (LVMH) luxury goods business, is known to be one of the finest single malt whiskies in the world since 1843.
In creative collaboration with car design guru Chhabria, the brand will kick-start its “Unnecessarily Well Made” initiative by unveiling a concept car to emphasise the brand’s motto of going to unnecessary lengths to create a master piece.
Chhabria, who is set to unveil his latest creative design Sep 28, said this concept car is a manifestation of DC Designs’ innate need to shift paradigms in automotive design.
“In creating this car, I have been inspired by the pioneering spirit of Glenmorangie, the many first’s that it is known for and colour schemes that are synonymous with Glenmorangie among others features,” Chhabria told IANS.
“The unveiling itself will take place in a setting specially designed for the occasion. The ‘Unnecessarily Well Made’ car will later be showcased across Dilip Chhabria Designs showrooms across India,” he added.
Responding to questions by IANS via an email interview, Marketing Director of Moet Hennessy India Gaurav Bhatia said Glenmorangie’s slogan “Unnecessarily Well Made”, speaks for itself.
“It stands for the unnecessary lengths to which Glenmorangie goes to create single-malt whiskies that are known the world over for their kaleidoscopic array of flavours. It is a metaphor for Glenmorangie’s inherent need to challenge convention and create a thing of beauty and innovation. It is all about the details and subtleties,” he said.
Speaking about the idea of having Chhabria design a concept car to represent the brand in India, Bhatia said that Glenmorangie wanted to pay a tribute to Chhabria’s philosophy of mating artistry with engineering.
“Ask a gentleman in India what his passions are and you are bound to have single malts and cars on the list,” Bhatia said.
“We were looking for an artist who shared our passion for the sublime. Mr.Chhabria has created a car conceived out of incredible skill, extreme passion and intense focus which promises to be a play between superlative automotive design and cutting edge aesthetics - it’s truly ‘Unnecessarily Well Made’,” he added.
Speaking about bringing the initiative to India, Bhatia said that globally, Glenmorangie has translated its passion by paying tribute to individuals from varied fields of art and design who willingly go that extra mile (or two!) to create perfection.
“The Unnecessarily Well Made initiative recognises the genesis of a creative idea that transforms the de rigueur into the sublime. With India being one of the largest markets for whisky in the world and a key ‘invest-to-grow’ market for Glenmorangie, it was a natural decision to introduce ‘Unnecessarily Well Made to India’,” he said.
Internationally, Glenmorangie has explored similar initiatives that includes “Unnecessarily Well Drawn” where international graphic artist Vince Verma created ground-breaking illustrations for Glenmorangie’s global advertising campaign and “Unnecessarily Well Made Bar” with designer Philip Michael Wolfson who designed a sculptural pop-up bar for Glenmorangie.
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