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Invivo shakes it up for the love of wine and art

Wine may be heralded as a sophisticated and premium product, but it
seems an increasing number of wine labels are seeking to expand their
reach by matching their liquid offering with newfangled and arty
presentations, most recently exemplified by Kiwi winery Invivo. The
label, founded in 2007 by Tim Lightbourne and Rob Cameron, has released a
limited edition range of bespoke graffiti wine boxes produced by
prominent Kiwi and British street artists, in a move to target a younger
audience of wine enthusiasts.

The
New Zealand designs have been created by artists from prominent New
Zealand art collective, and two times world street art champions, TMD
Crew (The Most Dedicated). A British range will be produced this English
summer by East London-based group DWS (Da Wild Stallions). Those
stallions have already put their spray cans to use, painting the boxes
at a live art event hosted by Invivo Wines at London’s Morgan’s Refinery
Bar.

This isn’t Invivo’s first dabble in local art, having
previously partnered with the likes of Creative New Zealand, a range of
artists, galleries and musicians. Its label was also created by Kiwi
fashion house Zambesi.

Elsewhere in wine and art land, last year
Cloudy Bay teamed up with stencil artist Hayley King, also known as
‘Flox’, who created a unique 3m x 2m mural
to help launch Cloudy Bay’s 2011 sauvignon. Dick Frizzell has also
produced limited edition wines and GrabOne enlisted the services of a
Media Design School graduate to create a series of designs for a special
edition wine to celebrate its first birthday. The winning design was voted for by GrabOne’s Facebook fans.

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