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Art Beyond Canvas: Mixologists & Maestros

Art Beyond Canvas: Mixologists & Maestros

ClientNational Gallery of Modern Art (NGMA), New Delhi
SectorArts and Culture
DeliverablesExperience Design, Culinary & Beverage Direction, Influencer Curation, Content Amplification, Social Campaign
Original engagement led by Shivani Joshi at Pratyaksha Lokpriy Brands LLP.

Art Beyond Canvas: Mixologists & Maestros moved the translation from scent to taste. Where the olfactory edition rendered Nicholas Roerich and Amrita Sher-Gil as fragrance, this one interpreted their palettes, moods and cultural narratives, alongside those of Raja Ravi Varma, as curated, non-alcoholic mixology.

Each drink was built as a canvas in its own right, reflecting the tonal drama, emotional depth and mythological richness of the artist it drew from.

Reading a Painting as a Recipe

The programme began with the paintings themselves: colour temperature, mood, narrative register. Those readings became flavour briefs, served within NGMA's historic spaces so that the drink and the room argued the same point. The objective was to move gallery viewing from observation into something closer to encounter, through taste, atmosphere and storytelling.

Creators as Interpreters

Creators from food, lifestyle and culture were invited into the evening as participants rather than press. Their documentation carried the experience outward, extending the museum's reach through voices already trusted by audiences the institution does not otherwise meet.

The Reach

12+ creators on the ground. 67K+ views. 1K+ likes. 110+ stories.

Across both editions, Art Beyond Canvas established a repeatable format for NGMA: a cultural property that can be re-staged around a new sense, a new collection, or a new season, with the institution's scholarship intact each time.