It is 25 years since the World of WearableArt Awards Show, founded by Suzie Moncrieff burst on the scene in 1987 in Nelson. 2012 also marks the 15th year of sponsorship by Brancott Estate (originally Montana), and the company remains the Naming Rights Partner for WOW. As Brancott Estates puts it, it is “inspiring creativity”, and it has helped bring magic and life to the design, art, and culture scene in Nelson, Wellington, if not all of New Zealand and beyond.
While altruistic, there is a business side to the sponsorship and the exposure of Brancott Estate as a brand and the wines to thousands of cultured people who have an interest in fashion, arts and theatre must be a boon to Pernod-Ricard, the owners of Brancott Estate, and the envy of marketers in any wine and liquor business. There is also the less tangible, but nevertheless real association of fine design and art in the exhibits at WOW and the crafting of fine wine, and this connection should be made the most of. At the show, Brancott Estate wine is served generously, and this year, there are limited edition WOW series wines bearing unique label designs available through liquor retail outlets. But it is all tasteful, done with a touch of class and not ‘in your face’, and credit must be given to Pernod-Ricard for taking this approach. For the New Zealand wine industry, the sponsorship is a great deal, as it promotes New Zealand wine uniquely and with considerable style. But it comes down to the quality of the wine being able to deliver positive impressions to the consumers at the event and at large.
One can’t see the incredible detail of the exhibited ‘garments’ as a member of the audience. You have to get up-close, and that’s practically impossible until you see them at the WOW museum in Nelson, or have a special viewing. However, the official WOW programme features them with a brief description listing the materials used in making them. These are the clues to the brilliant ideas, hard work, and intricacy involved.
WOW 2012 runs until 7 October. I understand there are single tickets at some of the performances still available. They will be worth taking up. www.worldofwearableart.com