illy makes another artistic statement by launching a new cup set as part of its extensive illy art collection, which already includes a plethora of coffee cups and saucers created by celebrated artists from around the globe since 1992, the year of the line’s launch. Being one of the artistic illy cups and resonating with the collection’s philosophy (the creator’s style gets splashed on the cup of an unchanged traditional shape), the new piece by a duo of contemporary Turkish artists, Yasemin Baydar and Birol Demir, :mentalKLINIK stands out by its origin since it’s the first ever co-curated cup. The latest addition to the collection has been developed under the creative supervision of two, illycaffè’s art director Carlo Bach and Jérôme Sans, cultural curator of Le Méridien, the Paris-born hotel brand.

The Cannes Films Festival is a huge event for both cinema world and the world of consumer brands, which is proved by numerous festival-related campaigns, brand promotions and long-time sponsorships. Some brands do not only launch campaigns and products dedicated to the event, but also tap recognized filmmakers to create short films to be showed at the festival. This year, Prada teamed up with notorious film director Roman Polanski to shoot a short film/commercial starring starting Helena Bonham Carter and Oscar winner Sir Ben Kingsley, which was screened at the Cannes Film Festival last week.

The article is written by Darren Foley, Managing Director at Pearlfisher, London

This month we are welcoming some new additions to the Pearlfisher studio gallery space in London: a beautiful old letterpress (courtesy of the brilliant Mr Kelvyn Smith http://www.letterpress-workshop.com/) and a revolutionary three-dimensional printer. From opposite ends of the same discipline, these two machines led us to think about a new movement in design that is uniting previously detached points of the same spectrum.

The illy sustainArt Award, of illycaffè, has come to Brazil. As proof of the importance of the Brazilian market for the company, the name of the country will be a part of the award title. The Brazilian version will be held during the eighth edition of SP Arte—which takes place between May 10 and 13, in the Pavilhão da Bienal de São Paulo. The project is part of one of the major initiatives of the company in its intimate relationship with the arts.

From 25 April to 26 August 2012, the BMW Museum in association with Galerie Häusler Contemporary is presenting around ten illuminated artworks by internationally renowned light artist Keith Sonnier. The US American draws on the aesthetics of advertising by taking fluorescent lighting technology familiar from the world of neon adverts to form abstract light creations. The sculptures that make up ‘Lichtblicke I’ bring light and metal, art and experiment, neon tubes and cars face to face.

While the Stella Artois lager brand is celebrating cinema spirit with its promotional initiatives ahead of the Cannes Film Festival, Grolsch has stepped into the art-house filmmaking world with its Grolsch Film Works production platform, doing its part in supporting independent movies. The Dutch beer brand, which launched the platform back in April 2011, last fall announced that a new film, which was to merge creative visions of three directors (from Russia, Poland and the USA) went under production. The new experimental film titled ‘The Fourth Dimension,’ funded by Grolsch and created in partnership with Vice Films, finally premiered last weekend at the San Francisco International Film Festival.

Oakley, one of the leading global sports brands, launched its BEYOND REASON campaign on April 17 with a star-studded experience in New York City. The evening’s event at the Oakley SoHo store featured 2008 Olympic gold medalist decathlete Bryan Clay and prominent artist Natalie Frank premiering a specially-commissioned BEYOND REASON art piece to showcase creatively how elite athletes approach their performance through a distinct, personal lens.