CEO LIFE / CEOs RECCOMEND

"WE AIMED FOR TRANSFORMATION WITH THE NEW JOURNEY (YENİ YOLCULUK)"

"With the New Journey (Yeni Yolculuk) project, launched in August 2021, our goal is to enrich and transform industry professionals. This project includes a special section at the Alaşehir Spirits Factory, Turkey's largest rakı production facility, showcasing the history of rakı, the production process, the Innovation Hub, craft production activities, and the Rakı Sensory Circle with its aroma profiles. This journey concludes with an evening meal among vineyards, featuring locally sourced and geographically indicated products from the region. In the Innovation Hub, visitors are welcomed by a 'hall of brands' transformed into a visual and digital space. One wall of the hall presents installations of anise, dried grapes, and fresh grapes to narrate the rakı production process. On the opposite side, the brands wall is divided into five sections. Each section, designed by I-am, tells its own story and history through digital screens within frames that symbolize these eras. Sketches representing the brands by artist Ethem Onur Bilgiç and animations by Baran Baran are displayed on embedded screens within the relevant sections.

Additionally, an art space within the Innovation Hub was built for a work by Refik Anadol, which was added to the Mey|Diageo art archive through Pilevneli Gallery. This immersive piece, specially selected for the Innovation Hub, creates a three-dimensional kinetic and architectural space in a room composed with a mirror installation. Supported by mapping technology to enhance the feeling of infinity, the continuously evolving visual artwork reflects millions of data points to raise awareness, as Refik Anadol mentions, that machines, social networks, and everything around us record data. The piece in the Innovation Hub embodies this awareness through the reflection of millions of data."

Bahar Uçanlar

GENERAL MANAGER, MEY DIAGEO TÜRKİYE