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Bombay Sapphire launches auction awarding prizes for the strongest sensory reactions

01 October 2021 By Eloise Feilden

And the prize goes to the most sensitive bidder. Gin brand Bombay Sapphire has launched a ‘Sensory Auction’ of contemporary sculptures, where bidders win based on the strength of their sensory reactions.

Sculptures on auction: Bombay Sapphire launches auction awarding prizes to bidders based on sensory reactions

In a bid to keep the gin and tonic ever in vogue, Bombay Sapphire has teamed up with contemporary sculptor Dan Lam to curate an auction in time for International Gin & Tonic Day on 19 October.

But auctioned sculptures will not be awarded to the highest bidders. Instead, their sensorial reactions to a certain sculpture will be measured, and the person with the strongest response will receive the sculpture for free.

The sensory auction, according to its creators, aims to make the art world more accessible and inclusive. In the wake of online art exhibitions and the rise of NFTs, Bombay Sapphire looks to democratise the art world in real life, by discovering an artwork’s most impassioned owner in preference to the highest bidder.

Dan Lam‘s bespoke artworks have been inspired by the Bombay and Tonic. The sculptures are intended to illustrate that the drink is not just a cocktail, but a sensory experience in and of itself.

Lam is best known for her “drippy” sculptures and use of vibrant colour, using non-traditional materials of polyurethane foam, acrylic paint and epoxy resin. Her works often dangle off ledges and shelves as if in motion.

Bombay Sapphire’s sensory auction follows on from the launch of the brand’s ‘Stir Creativity’ campaign in 2018. Most recently, the brand collaborated with director Alan Masferrer on the ‘Senses Stirred’ ad campaign highlighting how the perfect gin and tonic affects the senses.