PepsiCo, the leading global food and beverage company, auctioned ten unique pieces by some of the region’s leading artists, marking the closing of its successful Pepsi Art House at Art Beat this weekend.
The four-day event, which took place 17-20 March at Dubai International Financial Centre, saw four local artists “Pepsify” a range of everyday objects during live performances at the Pepsi Art House as part of Pepsi’s ongoing commitment to offer a platform for young artists to showcase their talent.
The objects, which included a foosball table, fridge and quad bike, raised AED47,300 ($12,873) for Mawaheb From Beautiful People, a Dubai-based art studio that supports young artists with disabilities.
Lebanese artist Corrine Martin, Emirati sketcher Humaid Mansoor, portrait painter Victoria Viray and Chilean Lebanese artist Bechara Baroudi all put their own unique stamp on a range of objects during a series of live four-hour performances.
The live shows, along with footage from the auction, will be available to view across a wide range of social media platforms, including Pepsi Arabia’s dedicated YouTube page.
Art enthusiasts gathered together to watch the performances and enjoy a refreshing drink from the PepsiCo Mixology Menu while listening to the beats of the resident Pepsi Art House DJ, Mr Mr.
“The first Pepsi Art House at The Art Beat in Dubai was a huge success and we would like to thank everyone, especially our artists, for coming together to celebrate young artistic talent and to raise money for a good cause. PepsiCo is a passionate supporter of art, culture and music, and is always looking at unique ways to support emerging talent. The Pepsi Art House is a demonstration of how we are taking our brand positioning to the next level through events that allow us to directly engage with all Pepsi fans in real time,” said Carla Hassan, Chief Marketing Officer at PepsiCo Middle East & Africa.