Premium pleasure and fine art are at the heart of Magnum’s voice, apparently. So this year the brand has been collaborating with leading artists to create a series of handcrafted works, this time by Brendan Monroe.
The illustrations – both for a mural and a series of posters – form part of a campaign by LOLA MullenLowe to inspire moments of pleasure where the iconic shape of the ice cream is seamlessly blended into the alluring black and white images.
Brendan Monroe is an American artist based in Santa Barbara, California. His work is characterised by creating a tension between reality and surrealism that translates into images of a familiar but unseen world. His work has been exhibited across the world and has been featured in The New York Times, The New Yorker, and New American Paintings.
"The opportunity for building a pleasure icon like Magnum through art is an immense way to elevate the brand. It breaks the category codes and puts the brand in an enviable place where art, culture and pleasure meet," says Tomás Ostiglia, executive creative director of LOLA MullenLowe Madrid.
The mural of the work is painted on a giant wall in Shoreditch in London. It's the first of series of artworks from the artist that will run in different markets around the world throughout the summer.