We turn to the beginnings of cocktail-making, linked to digestive medicinal concoctions which helped to balance overindulgence, heavily associated with pharmacists and healing properties. From this “medicinal” facet, we incorporate a pharmaceutical presentation through the bottle.
During the 1920s, due to Prohibition in the USA, a time of peak clandestine fabrication, cocktail-making developed to camouflage the alcoholic flavour of destillates, a fact which allows us to take advantage of the aesthetics of the time.
Meanwhile, in the Old World, the Europe of 1925, a group of dreamers (the surrealists) recovered an old game they had once used to create new images easily. A drawing was started, with the paper then folded was continued by someone else, who had no idea of what the previous person had drawn, which ended up producing surprising results. This technique was called cadavre exquis – “exquisite cadaver”. We included this technique in the visual narrative of the project.
This way, our own particular Easy-Mixers pharmacist/alchemist starts a cocktail which will then be finished by a barman, wherever they may be found in the world, in the simplest of ways.
The divine 2/3 rule
We favour applying the divine 2/3 rule (essential in cocktail-making): two units of pre-mix (non-alcoholic elements) plus one of alcohol. Faithful to this rule, with Easy-Mixers we go a step further and we make it our (educational) seal.
Studio: TSMGO | The show must go on
Director: Ricardo Moreno Rodríguez
Art & Design Management: Marta Terrazas y José Luis Casao
Studio website: www.tsmgo.es