Pernod Ricard Hong Kong Limited has unveiled Ballantine’s 21YO Artist Edition in collaboration with celebrated Korean artist Noh Sangho exclusively in Global Travel Retail across the APAC region.

This artist edition is rooted in the campaign slogan of Ballantine’s, “Time Well Spent,” which emphasizes the importance of time. Artist Noh Sang-ho created a special art work titled “The Great Chapbook – Time Well Spent”, and the art work has covered on the front of the bottle and package of the ‘Ballantine’s 21YO Artist Edition’.

As well as his own experiences, Noh Sangho is known to gather many artistic ideas from the digital world – finding inspiration in the ordinary and transforming every day images into his bold style. The pieces portray colourful and dynamic scenes of groups of people enjoying different activities in a vast outdoor scene, filled with natural elements and varying colours to indicate the changing light of the day.

Commenting on his work for this partnership, Noh Sangho says “When Ballantine’s introduced me to its “Time Well Spent” ethos, it was a concept that deeply resonated with me and reminded me of many happy memories enjoying time with my loved ones. I painted people doing things that they love and expressed the deepening of time whilst enjoying each other’s company, using different colours and accents. This correlates with my creative process; drawing objects, moments and people that I have encountered every day for the past 10 years.”