Capital / Carried Digital Art to the Plant

Mey|Diageo positioned the digital art in Yenilikhane, the innovation center, within the production plants situated in Alasehir, Manisa, and it created a digital hall of brands. Levent Komur, the General Manager of Mey|Diageo, described the center in which the digital, art, and production are intertwined:

Innovation Center

"During the pandemic, we launched Yenilikhane, our innovation center, with an investment of 18 million TL. We bring the industry professionals together with the craft products, which are the first in Turkey, as well as with the new scientific studies and the innovative art. Yenilikhane, which was planned as part of the project "Yeni Yolculuk Alasehir Deneyim Merkezi" (New Journey Alasehir Experience Center) in 2017, realized the first craft production in October 2019 following a two-year study.

Mapping Technology

In Yenilikhane, the efforts of our expert staff, who is working on the formulations of new innovation products, are accompanied by the magnificent visual work by the artist Refik Anadol, who creates new generation works with artificial intelligence, and animated sketches by the famous illustrator Ethem Onur Bilgic. Yenilikhane includes an art space for the work of Refik Anadol, who joined the art archive of Mey|Diageo. This fascinating work, which is selected specially for Yenilikhane and supported by mapping technology, creates a three-dimensional kinetic and architectonic space in a room designed as a composition with a mirror installation.

Digital Hall

The sketches drawn by Ethem Onur Bilgic and representing the brands of the company have been animated by Baran Baran and adorns the walls of the digital "hall of brands". Initiated in August 2021, the project "Yeni Yolculuk" (New Journey) aims to enrich and transform industry professionals. The project involves a special event at Alasehir Distillery Plant, the largest raki production factory in Turkey, where the history and the Production process of raki, innovation and craft production activities, as well as the raki sensory wheel and aroma profiles, are explained.