Bringing Art to Life: The Arto LIFEWTR x Frieze London Collaboration with John Booth
The Arto LIFEWTR collaboration with Frieze London in 2019 was a defining moment in merging art, design, and brand storytelling. Held at the Frieze Art Fair, this collaboration went beyond a typical sponsorship to create an immersive experience that celebrated the power of art to connect people in unexpected ways. Walking into the fair that October, visitors encountered Arto LIFEWTR’s installation, where art wasn’t confined to canvases or galleries; it extended to everyday objects, like the water bottles that became canvases for emerging artists.
One of the highlights of this collaboration was showcasing the work of John Booth, whose vibrant and expressive style brought a distinct energy to the space. Known for his bold colors, playful patterns, and abstract faces, John’s art has a magnetic quality that draws people in, and seeing it displayed at such a prestigious event was a joy. Holding one of his LIFEWTR bottles, I felt a deep connection to the philosophy that art should be accessible and a part of our daily lives.
John Booth’s pieces, displayed at Frieze, felt perfectly at home within the lively, creative atmosphere of the fair. His designs on the LIFEWTR bottles and other installations allowed visitors to experience his art in a tactile, personal way. This wasn’t just about admiring artwork from afar; it was about holding it, interacting with it, and feeling the spontaneity and joy that John’s work brings.
The collaboration exemplified how brands like Arto LIFEWTR can elevate art’s role in our lives by making it more accessible and woven into the fabric of everyday experiences. Working alongside John and seeing his work celebrated on such a scale was a reminder of the powerful impact that art, in all its forms, can have. His art doesn’t just decorate; it transforms, inviting people to connect and engage on an emotional level. This experience at Frieze London was a testament to the enduring partnership between art and brand, and I look forward to more collaborations that continue to bridge these worlds, bringing the joy and inspiration of artists like John Booth to audiences everywhere.
