Le Méridien New Delhi in conjunction with India Art Fair 2015, South Asia’s largest contemporary Art Fair, played audience to a unique and interactive coffee and art performance by LM 100 member Esther Maasdam – The Global Latte artist along with visual artist Sohan Jakhar on January 31, 2015.
This unusual art performance reinforces the brands commitment to coffee culture. The event was India’s introduction to the new year-long Inspiration Brewed Here campaign and that saw the appointment of Esther Maasdam as the first ever global latte artist for the brand. The Campaign was launched on November 11, 2014 at Le Méridien Vienna. Destination-inspired latte art is the first phase of the Inspiration Brewed Here campaign. Le Méridien will continue to announce new coffee programming throughout 2015 at hotels worldwide.
Esther Maasdam, the global latte artist, said on the occasion “As a brand that targets the creative minded traveler, Le Meridien has given me this amazing platform through the Indian Art Fair’s seventh edition to showcase the splendour of latte art. Le Méridien encourages its guests to unlock each destination via locally-inspired programming and cuisine with an eye for the arts. Merging my work in latte art with the inspiration that travel naturally brings is an exciting and unique challenge.”
Dutch born Esther Maasdam began her coffee career in 2005 when she became a barista for MobiCcino, a Dutch coffee company. She soon developed a love for the craft and spent the next several years perfecting her skills and attained her SCAE Barista level 1 and 2 certifications. Her passion for coffee brought her to London where she taught coffee courses at a local roaster and studied Roasting, Milk Chemistry and Brew Chemistry at the London School of Coffee.
In 2009, Esther began competing professionally in latte art competitions around the world. Her talents and skills were recognized when she was named the Dutch Latte Art Champion in 2011 2012, 2013 and 2014. She also placed fifth the World Latte Art Champion ship in 2013.
Esther’s professional pursuits have led her to travel extensively, allowing her to meet baristas from all over the world and learn about the different coffee cultures in each destination. She returned to the Netherlands in 2014 where she became a SCAE Authorized Trainer and provides high-quality coffee services and barista courses at her own company.
Sohan Jakhar’s works represents the true Indian spirit of globalisation. He was born in 1978 in Sikar, Rajasthan, did his Master’s in painting from Rajasthan School of Art, Jaipur and now works and lives in Jaipur. Sohan’s paintings majorly have been exhibited in international art galleries.
Sohan has had five solo shows along with many group shows in Bristol, Singapore, New Delhi, Paris, Hong Kong and London. His work has been featured at international auction houses like Sotheby’s, New York and 33 Auction, Singapore.
Sohan uses his skill to address his personal relationship with cities as well as with his ancestry. The decorative motifs in the background are inspired from the painted frescos on havelis (mansions) of Sekhawati, where he has spent his childhood. The incorporated images are photographs, which are later digitally modified and painted on the canvas
His current body of work examines the visual dynamics of the roadside bazaar, anticipating and announcing the cultural and technological shifts of a global economy and represents a scenario, which is in a permanent state of transition and moving life.