In the world of creativity, collaboration can go a long way.

And Bombay Sapphire is a best-in-class example of using successful & effective partnerships to champion creativity in a time where it mattered most.

In 2020 and 2021, creativity was at its knees. Or rather, creativity was straight up cancelled.

Museums were closed, galleries were closed, theaters were closed. In the UK, creative institutions weren’t deemed ‘essential.

Using a government loophole, and knowing supermarkets were deemed ‘essential,’ we decided to turn the Design Museum in London into a supermarket, which allowed the museum to be open.

We partnered with 10 artists from around the world, designed the most beautiful supermarket ever created by Camille Walala, and allowed the public to shop for essential goods. We ran the supermarket for 5 days, and used all proceeds, £105,000, to donate back into the creative community.

It allowed us to let creativity thrive during a time where the world had gone dark.

The beauty of the idea was the sweet spot between Bombay Sapphire, the Design...