Someoddpilot makes niche art genre accessible, tactile via design collaborations
Jan 07, 2020
Public Works gallery’s You Will Die is exhibition featuring the work of extreme metal artists who explore various facets of human terror. While the theme is something nearly everyone can identify with in these fraught times, the art and its haunting imagery could just as easily turn more timid audiences away.
Someoddpilot sought to broaden the exhibition’s appeal by translating its visual design elements into more tactile experiences – in this case, something people could wear and even drink. Someoddpilot collaborated with Marz Community Brewing Co. – renowned for both its delicious beer and its enthusiastic support of independent artists – to create You Will Die, a Nordic Double IPA, and to design its matte-black and gold can. Someoddpilot also collaborated with featured artists Justin Bartlett and Noelia Towers, to design designed a short-run apparel line.
The result: a line of people down the block waiting to get into the exhibition’s opening night and the gallery’s highest-grossing exhibition date.