The Scotch whisky brand Johnnie Walker has announced its latest collaboration with one of the world’s most influential visual artists, Asian-American artist James Jean. The design celebrates the Lunar New Year that takes place on the 10th of February and features a vivid and dynamic interpretation of 2024’s zodiac animal, the Wood Dragon.
James, who lives in Los Angeles, said: “The Year of the Dragon is rich in symbolism and tradition in Asia. Many consider the dragon the most powerful animal in the Chinese Zodiac, and the Wood Dragon felt remarkably close to me because of the natural elements prevalent in my own work. Evolved from traditional depictions of Chinese dragons, my dragon is composed of flowers and organic elements, from which emerge tendrils and arcing lines, evoking the idea of roots and connection. With Johnnie Walker Blue Label Lunar New Year, we wanted to create a dragon that felt different, new, and innovative – respect for the past but also looking into the future with optimism; in the same way that Johnnie Walker stands for progress through that incredible ‘Keep Walking’ spirit.”
James, who was born in Taipei and raised in New Jersey and attended the School of Visual Arts in New York, is renowned for his multifaceted designs of contemporary subjects. Fusing traditional Chinese scroll paintings, Japanese woodblock prints, and Renaissance portraiture with his contemporary style, James sought inspiration from the layered flavors that Master Blender Emma Walker and her team bring to Johnnie Walker Blue Label.
James further added: “There are hidden elements in the picture as well – layers to be discovered, just like the layers in this incredible whisky. I included chrysanthemums, from which flow liquid gold – inspired by Johnnie Walker whiskies – and hummingbirds sipping on the precious nectar. I want the viewer to peel back the layers and discover more about the image. I want my work to function from far away but reveal more details the more closely you explore the imagery.”
Johnnie Walker Global Marketing and Innovation Director, Joao Matos, adds: “James Jean’s remarkable interpretation of the Wood Dragon for Johnnie Walker Blue Label Lunar New Year captures the essence of tradition and innovation. Just as Johnnie Walker embodies progress with our ‘Keep Walking’ spirit, James has beautifully blended respect for the past with an optimistic look towards the future. His dragon, crafted from flowers and organic elements, is a symbol of the power of creativity and connection. We’re thrilled to celebrate the Year of the Dragon with this exquisite, limited edition design.”
Source: https://www.diageo.com/en/news-and-media/stories/2024/johnnie-walker-partners-with-james-jean-for-lunar-new-year
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