Colours & Creativity: Highlights of Glenfiddich at +234 Art Fair

For five days, Lagos thrummed with the rhythm of artistic expression as bold strokes and vivid colors adorned framed masterpieces. The second edition of the +234 Art Fair brought together a dynamic blend of art lovers, emerging talents, and seasoned collectors united by a shared passion for creativity. At the heart of it all was Glenfiddich, the world’s most awarded single malt whisky, proudly present once again to celebrate African artistry in its boldest form under the theme “Patronage.”

As part of its ongoing Bold Future Campaign, Glenfiddich’s presence went beyond its signature whisky-infused cocktails and immersive orange-themed experience. The brand’s collaboration with the +234 Art Fair cements its commitment to championing creativity and craftsmanship, creating space for meaningful dialogue on how art and innovation intersect in today’s evolving cultural landscape.

A standout moment of the fair was a thought-provoking panel session titled “Art Meets Commerce: Patronage Through Branding.” The conversation featured Glenfiddich collaborator Williams Chechet—the creative force behind the brand’s 2024/2025 limited edition custom packs—and fellow artist Yusuff Aina. Moderated by Ugonna Ibe, the session explored how branding can be a powerful catalyst for art patronage. From navigating the balance between commercial appeal and creative authenticity to amplifying artistic voices through strategic partnerships, the panel delved deep into the synergies between commerce and creativity.

This inspiring exchange served as a fitting prelude to Williams Chechet’s upcoming solo exhibition, set to open at SOTO Gallery later this April.

As the curtains closed on the 2025 edition of +234 Art Fair, attendees were left with renewed inspiration and a call to action: to live boldly, push boundaries, and continue shaping the future of African art.