Official portraits have historically been a way to represent power, recognize influence and preserve the memory of relevant figures in society. Coca-Cola has decided to use that same artistic language to pay tribute to people whose contribution to collective life often goes unnoticed: the owners of small businesses and hospitality establishments.
The company has presented “Local Royalty”, a campaign in the United Kingdom for which it has commissioned four artists who have portrayed members of the British royal family to paint the managers of a pub, a cafe, a grocery store and a convenience store. fish and chips.
The protagonists are merchants who maintain a close relationship with their communities and whose portraits will receive the same artistic treatment that is usually reserved for monarchs and other personalities. The works will be exhibited at the Saatchi Gallery in London, in a free exhibition that can be visited from October 28 to November 1.
The initiative has been conceived and developed by MHP Group, through its MHP, Mischief and Studio La Plage teams, and is part of the “Localness” communication platform, with which Coca-Cola recognizes the role of independent businesses in which its drinks are sold and consumed.
To carry out the campaign, Coca-Cola has brought together four portrait painters with experience in representing members of the British monarchy and has commissioned them to paint business owners from different locations in the country.
Among them is Nicky Philipps, who has twice portrayed Queen Elizabeth II and who, for this initiative, has painted Pindy Kaur, owner of Ocean Fish Bar, a takeaway establishment located in Barnsley.
For his part, Jamie Coreth, author of the first official portrait of Prince William and Catherine as Prince and Princess of Wales, has portrayed Simon Dafforn-Jones, manager of the Ferry Boat Inn pub, located in Dittisham, south of Devon.
Gareth Reid, who painted the current King Charles III when he was still Prince of Wales, has painted the portrait of Gino Verecchia, owner of University Café, a Glasgow establishment linked for generations to the life of his community.
The selection is completed by Nick Bashall, Princess Anne’s portraitist, who has painted Kaual Patel, owner of Torridon Convenience Store, a grocery store located in Catford, southeast of London.
The campaign thus establishes a contrast between the social position traditionally associated with the official portrait and the recognition received by those who maintain daily businesses in their neighborhoods. The objective is to transfer to these merchants the visibility and consideration that is usually granted to figures of institutional relevance.
“Independent business owners create the places where local life happens, yet their contribution often goes unnoticed.”said Rhona Stephen, Senior Director of Communications for Coca-Cola in Great Britain and Ireland. The company explains that the four establishments were selected together with its bottling partner, Coca-Cola Europacific Partners, and MHP Group, taking into account the impact they have on their respective communities and their history as businesses linked to the brand.
The owners will keep their respective portraits once the exhibition ends
An exhibition at the Saatchi Gallery to elevate local commerce
The choice of painting as a creative resource responds to the intention of granting merchants lasting recognition. According to Coca-Cola, the formal portrait has historically been associated with people of prestige and influence. By placing small business owners within that visual tradition, the company seeks to give greater relevance to their daily contribution.
The exhibition at the Saatchi Gallery reinforces this approach by transferring the stories of the establishments to a cultural space of international recognition.
The exhibition, open free of charge to the public between October 28 and November 1, will bring together the four portraits and audiovisual content about their creation. Visitors will be able to learn about the artists’ work process, the conversations held with merchants and the way in which each painting reflects aspects of their personality, career and relationship with their environment.
In addition, the owners will keep their respective portraits once the exhibition ends, with the possibility of displaying them in their establishments or passing them on to their families. Each one will also receive a donation to a local charity of their choice, so that artistic recognition will have an additional impact on the participating communities.
More info: Local Royalty
