I still don’t know what to make of Coca Cola’s claim that VitaminWater is bottled at its center for responsible hydration but the guys know how to turn spring water with added vitamin and pantone colouring into a fashion accessory. VitaminWater was launched in Brussels last week and the campaign included a 10-day pop-up shop Rue Antoine Dansaert (where else? incidentally in lieu of the street’s best design shop) and various events aimed at associating the brand with famous belgians – or that’s what the model-slash-barman behind the counter told us when we returned for more free bottles. Yes a high-ranking member of Turnleft indulged in a few plastic bottles but guiltily, wondering where it all started (probably when a Hollywood celeb decided to rinse her hair with Evian) and what will come next to keep us away from tap water…
Thankfully a few days later in London I found out that designer David Harber had just installed a public fountain in Hyde Park – courtesy of Thames Water – with the aim of sinking this unsustainable fad.
