BOMBAY SAPPHIRE® and artist Dan Lam organize the very first sensory auction, a tribute to the iconic Bombay & Tonic


Bombay Sapphire hosted the first art auction where collectors bid on an original piece by famous artist sculptor Dan Lam with their senses rather than with money

Posted: October 20, 2021 at 1:27 PM EDT|Update: 20 hours ago

HAMILTON from Bermuda, 20 October 2021 / PRNewswire / – In honor of International Gin & Tonic Day, October 19, Bombay Sapphire collaborated with the artist Dan Lam to host the world’s first sensory auction, an event where an exclusive piece of art is auctioned off to a fan not with the most money, but with the strongest emotional and sensory response upon seeing the artwork. Designed to bring the sensory experience of enjoying the Bombay & Tonic to life, the responses of the bidders to the artwork were measured through a unique combination of emotional readings and intensity to uncover the coin’s most passionate owner.

As an extension of the brand’s global Senses Stirred campaign, Dan’s sculpture was inspired by the iconic drink, how the vibrant flavor of BOMBAY SAPPHIRE dances on your tongue, with the citrus aroma making a great introduction to your nose, and the finish of 10 unique herbs infused with organic vapor stimulating your taste buds. Recognized as the ultimate canvas for cocktail creativity that inspires bartenders and drinkers to experience flavor and versatility, BOMBAY SAPPHIRE shot that of Dan Lam renowned visual language to highlight the elevated, balanced and refreshing nature of Bombay & Tonic.

“Bombay Sapphire has always encouraged modern gin drinkers, bartenders and artists to embrace their own creative self-expression – this is the essence of our Stir Creativity platform and remains at the heart of everything we do as that mark. For us creativity is essential to visually highlight the beauty and simplicity of the classic Bombay & Tonic and awaken people’s senses, it was natural for us to partner with Dan Lam on our mission to make the art world more accessible “, said Jaime Keller, brand director BOMBAY SAPPHIRE North America. “After last year, we found that people were more eager than ever for opportunities and access to creativity. We are excited to join the conversation to democratize the art world, with the event emphasizing passion and belief as a way to collect incredible work of art instead of having access to it. money. ”

Held in the vibrant arts district of that of New York Lower East Side, the sensory auction was open to art lovers through designated time slots that were booked within minutes. Participants were equipped with advanced neuro-aesthetic technology to measure their subconscious sensory responses to determine the most passionate bidder, electrodes placed along the scalp for brainwave readings, galvanic response technologies from the skin to detect even the tiniest drops of sweat with eye tracking technology to measure focus and engagement.

Art lovers then saw Lam’s work for the first time, which featured layered materials to mirror the ingredients that make up the Bombay & Tonic cocktail. Tonic water is reflected in the notes of swirling white with a deep blue, which is inspired by the hue of blue that surrounds the Bombay Sapphire bottle. The work ends with a myriad of tips to recall the complexity of the ingredients used in the distillation of Bombay Sapphire gin.

“I am very happy to partner with Bombay Sapphire to award this piece to the person who feels the most joy in my sculpture. It is important for me to share my work with people who would not otherwise have the chance to experience it, especially after the past year. The objective of the sensory auction is to contribute to efforts to democratize the art world, making it a more inclusive space ”, said Dan Lam.

To celebrate the sensory auction and the brand’s partnership with Lam, an exclusive cocktail named Dan & Tonic will be served at the event and is inspired by Lam’s creative process.

The Dan & Tonic Cocktail

1.5 ounces of Bombay Sapphire

5 oz Fever Tree Lemon Tonic

¼ oz of edible blackberry puree

METHOD: Build Bombay and Tonic in a balloon glass with cool ice. Serve with the resin in its own paint pot. Pour the resin over the cocktail and use the stirring rod to incorporate as much or as little as you want.

For more information on the Sensory Auction, watch a behind-the-scenes film that delves into the sensory experience behind the Bombay & Tonic and features the recipient of this exclusive artwork HERE.

Link to high resolution images HERE

Link to the YouTube movie HERE

For press inquiries:

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Zara Biggs, [email protected]


BOMBAY SAPPHIRE is the world’s number one premium gin by value and volume (IWSR). Based on a recipe from 1761, BOMBAY SAPPHIRE Gin is created by perfectly balancing a unique combination of 10 exotic plants hand-picked from around the world. The BOMBAY Laverstoke Mill’s SAPPHIRE Distillery has won a BREEAM Award for Sustainability and is home to the unique steam infusion process, where the natural flavors of the plants are skillfully captured, resulting in the fresh, vibrant taste that BOMBAY SAPPHIRE is synonymous with.

BOMBAY SAPPHIRE recently received the prestigious double gold and gold medal at the 17th San Francisco World Spirits Competition (SFWSC).

The BOMBAY The SAPPHIRE brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.

Enjoy BOMBAY Responsible SAPPHIRE
For the facts:


Launch of the ‘Stir Creativity’ campaign in 2018, BOMBAY SAPPHIRE leads a global mission – a call to arms for everyone to engage with their creativity and unleash their creative potential. From advocacy programs, including the World’s Most Imaginative Bartender competition held in the United States for the past 11 years, to hosting The Glasshouse Project, a global advocacy program bringing together the world’s best bartenders in a series of creative workshops designed to push the limits of cocktail creativity.

For nine years, BOMBAY SAPPHIRE hosted The Artisan Series, an art competition created by the brand to provide emerging artists with an international platform. The brand has also partnered with renowned artists and designers such as Tracey Emin, Thomas heatherwick and Tom dixon for the BOMBAY SAPHIR design glassware competition.


Courtesy of Bombay Sapphire Gin
The Dan and the Tonic courtesy of Bombay Sapphire Gin
The Dan and the Tonic courtesy of Bombay Sapphire Gin
Bombay Sapphire Logo (PRNewsfoto / BOMBAY SAPPHIRE)
Bombay Sapphire Logo (PRNewsfoto / BOMBAY SAPPHIRE)

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