Smirnoff backs Belfast Pride street mural project

Irish artist, Joe Caslin has unveiled a large-scale art installation ahead of Belfast Pride 2016 as part of a collaboration with Smirnoff.

The mural features two women from Belfast who travelled to America to get married earlier this year, and is accompanied by a portrait exhibition which explores the interweaving themes of friendship, community and celebration.  

Speaking about the collaboration, Joe said that he saw family as simply a group of people who love and help each other:

“Through the project, I wanted to delve deeper into what togetherness means in today’s society while also celebrating partnership, friendship and community,” he added.

“I was delighted when Smirnoff approached me about working together on this inclusivity project. During this year’s Belfast Pride festival, there will be an outpouring of tolerance and love, but we are also reminded that there is still work to be done to create a more open society.”

Smirnoff Europe brand director, Julie Bramham, revealed that the brand had approached Joe because of his shared views on inclusivity and openness:

“We were particularly drawn to his work supporting LGBTQ equality, including his large scale street art installations in Ireland last year drawing global attention to the country’s same sex marriage referendum,” she explained. “We have been supporting Pride in the UK for over 20 years and we’re delighted to be working with Joe for Belfast Pride 2016. Belfast is a city rich in culture where people will be coming to celebrate good times and inclusivity.”

The project has been inspired by Belfast PRIDE’s 2016 festival theme, ‘We Are One’ which aims to celebrate the concept of family and the wider support network of those in the community.

It marks the third instalment of the Smirnoff Global Street Art Project which aims to spread messages of inclusivity around the world. The project was first launched in Tokyo in March and a subsequent installation has taken place in Los Angeles.