Strategic partnerships for global brands
Tanqueray No. TEN
partnership with
Beyond The Road exhibition
An immersive exhibition produced by Jane Davies,
with Tanqueray No. TEN
Saatchi Gallery, London 2019
Hyundai Gallery, Seoul, Seoul 2022 & 2023
This ground-breaking exhibition merged the worlds of visual arts, music and film and offered visitors a chance to lose themselves in a multi-sensory world.
The exhibition included works by Oscar and BAFTA-winning director Danny Boyle, contemporary artist and Turner Prize nominee Nathan Coley, multi-Oscar winning director and producer Alfonso Cuaron, award-winning perfume designer Azzi Glasser and contemporary artist & taxidermist Polly Morgan.
In partnership with Tanqueray no. TEN, the brand was woven into the fabric of the exhibition and its events programme. A wax Tanqueray bottle featured as an artwork within an art installation in the exhibition — and Tanqueray hosted gin masterclasses during the Gallery Lates on selected Thursday evenings, with combined exhibition and masterclass tickets available at £35. Tanqueray no. TEN sponsored the opening night, serving gin cocktails to tastemakers and influencers in an art, fashion, film and design and prominently displayed in the Gallery bar throughout the show's run and after.
The exhibition was produced by Jane Davies and developed by Punchdrunk creatives Colin Nightingale and Stephen Dobbie with musician and artist James Lavelle of UNKLE.
The strategic partnership between Beyond The Road and Tanqueray no. TEN was created and delivered by Jane Davies.
The results:
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The show's run was extended by six weeks at the Saatchi Gallery and then toured to Seoul, South Korea in 2022 and 2023.
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The exhibition attracted over 100,000 ticketed visitors in total.
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Channel 4 News featured the exhibition when it opened, with Jon Snow saying 'this is no ordinary show' - watch the segment on Channel 4 News here.
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The partnership placed Tanqueray no. TEN at the heart of one of London's most talked-about immersive cultural experiences of 2019 — creating a memorable brand experience for a highly engaged creative audience in one of the world's most prestigious gallery spaces.
NME: 'An album you can walk into — a listening experience that's a feast for all the senses'
Shots: 'If you've never experienced anything like this before, it's time you did'
'Beyond the Road' exhibition featured by Jon Snow on Channel 4 News:
'Beyond the Road' and Tanqueray No. Ten partnership featured by cultural connoisseur and Instagram creator @richardleemassey :-
This formed part of the 'Discovering Tanqueray No. TEN' series - an immersive digital and lifestyle campaign that merges ultra-premium mixology with high fashion, contemporary art, and digital storytelling. It is driven by curated partnerships with global tastemakers, cultural connoisseurs, and Instagram creators
Examples of social media content created by the exhibition for Tanqueray No. TEN
Opening Night party with Tanqueray No. TEN
Brand impact for Tanqueray No. TEN
Tanqueray became part of the exhibition itself — placing the brand at the centre of a genuinely extraordinary cultural moment and delivering authentic credibility with a London creative audience that no conventional advertising could replicate.
The benefits for Tanqueray no. TEN of the partnership included:
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Elevated brand awareness, desirability and cultural relevance
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Engaged with tastemakers, creators, influencers and opinion leaders and enhanced brand positioning
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Generated high-value content across PR, social and owned channels.
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Increased earned media reach, social reach and Share of Voice
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Increased audience engagement, footfall and customer interaction
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Generated long-term brand advocacy and ongoing campaign value
Further examples of exhibition and partnership images and content - marketing channels both owned and earned:-
