LIFEWTR is a premium bottled water brand committed to advancing and showcasing sources of creativity. Fusing art and purpose, the LIFEWTR brands serves as a source of both hydration and inspiration as a platform for emerging artists. Design is at the heart of the LIFEWTR brand, foremost on the bottle, and throughout all communications, from sharing artists’ authentic stories to brand content to how it appears in store and at live events.
In 2019, LIFEWTR expanded to Mexico with Series 1: Arte Sin Fronteras (Art Without Borders), a series that celebrates the power of art to transcend boundaries and foster cultural understanding. This series is a continuation of LIFEWTR’s global series Art Beyond Borders, which launched in the United States as Series 5. As our modern world is becoming increasingly connected, this creates new opportunities to discover and learn about new cultures and what unites us.
This Art Beyond Borders Series showcases artists who are influenced by multiple cultures: Laercio Redondo, Rubén Ortíz Torres, and Ana Roldán. Each of the artists in this series share the ability to transcend borders through their work and in their lives. Working between and across cultures, these artists bring aspects of themselves and their personal experiences while absorbing new input in a way that allows them to embrace these unique intersections.
• Laercio Redondo is a Brazilian-born artist who works and lives between Rio de Janeiro and Stockholm. Redondo’s works reinterpret historic events nearly faded from the collective memory, re-imagining what society has nearly forgotten. • Rubén Ortíz Torres is known for his pieces based in collecting signs of the vernacular in American and Mexican popular culture and redeploying them in the high-brow art circuit, to create surprising compositions that make the spectator understand the fluidity of cultures. • Mexican-Swiss artist Ana Roldán, who lives and works between Zurich and Mexico City, is renowned for her conceptual sculptural work that utilizes a broad range of techniques to interrogate the legacy of modernism in Mexico.
The challenge for LIFEWTR was entering into the largely uncharted premium water category in Latin America. However, with a compelling brand story, mission-driven approach, and ability to leverage learnings from LIFEWTR in the United States, the brand launched in close partnership with bottler Gepp with a Gallery Weekend launch event and Zona Maco Art Week in Mexico City at the beginning of February 2019.