More and more often brands support art exhibitions devoted to the definite subject. This could be thoughts about the nearest or distant future, music and fashion in several years or fantasies about the concrete color.

One of such experiments could be seen now in Australia, where Asahi presents its first collaboration with internationally renowned artists.

It is named “Asahi Silver + Black” and gathers designers from USA, Japan and Australia which use very different techniques and a black-and-silver spectrum to explain the Japanese characters “Karakuchi” featured on the Asahi Super Dry label (pic.).

It is a complex concept that can be interpreted in many different ways. In literal terms, Kara means “pungent” and Kuchi means “mouth”, however that is certainly not the intended Western translation as Asahi Super Dry has in fact, a very sophisticated flavour.

One can visit this exhibition not only offine, in Melburn, but also online – on asahibeer.com.au. It is an interesting mix of some East and some West.

Asahi history