Ad agency Saatchi & Saatchi commissioned film-maker and director David Wilson to curate the project who in turn commissioned the team of designers and craftsmen.
The 3.6m totemic structure has been designed to resemble a pint of Guinness and is the work of ten studios.
Sculptors, illustrators and graphic designers created the body of the ‘pint glass’, which is made of ash and gives way to a fabric head.
Jason Bruges Studio worked with textile designer Elena Corchero on this element – a lightweight airtight fabric structure, animated to give a sense of the movement in the head of a pint of Guinness.
The lace tapestry on the surface, designed to represent craft and technology was dyed using Guinness and has been embroidered in reflective threads referencing travel and the sea, in a bid to denote Guinness’ global popularity.
The impression of a breathing head has been achieved with LED lighting, reflective hanging materials, and eight fans.
Sam Hoey, head of studio at Jason Bruges Studio says, ‘The brief was to embody the essence of the brand; its historical values, its rich heritage, and the unique craft in its creation.
‘The piece we created fuses historical craft and modern technology. We wanted to bring lightness while maintaining the extraordinary level of detail of the rest of the Monument.’