Beats is honoring World AIDS Day — a global day of reflection observed annually on Dec. 1 since 1988 — with a bold new collaboration that blends “art, design and purpose.”
On Sunday, the headphones brand founded by Dr. Dre and Jimmy Iovine revealed limited-edition packaging for its custom (Beats)RED Solo 4 headphones, designed by British Nigerian artist Yinka Ilori MBE. The artwork, described as a tribute to “resilience, community and hope,” reflects Yinka Ilori MBE’s signature bold colors and patterns, blending traditional African aesthetics with contemporary design, the California-based company noted.
“Yinka Ilori MBE’s [unique perspective] made him the ideal partner for this project,” Chris Thorne, chief marketing officer at Beats, told WWD. “Yinka Ilori MBE has a special ability to communicate powerful messages into stunning artwork, which perfectly aligns with our goal to inspire hope and raise awareness.”
Yinka Ilori MBE drew inspiration for the packaging pattern from the metaphorical sense of planting seeds and watching them grow into something beautiful, celebrating the importance of “the collective effort of nurturing,” the designer said.
Limited-edition packaging for its custom (Beats)RED Solo 4 headphones.
Courtesy
“I’m honored to be a part of such a meaningful initiative with Beats by Dre and (RED),” Yinka Ilori MBE told WWD in an exclusive interview. “Music is a crucial part of my design process, so being able to collaborate on packaging for a pair of custom headphones makes this the perfect partnership.”
For the drop, Beats also partnered with (RED), an organization founded by Bono and Bobby Shriver in 2006, to support the fight against AIDS — aka acquired immunodeficiency syndrome — the most advanced stage of HIV infection that remains “a significant global health challenge” despite the advances made in treatment and prevention, according to HIV.gov.
Beats will also make a donation to the Global Fund, which receives all proceeds raised by (RED), though declined to share how much the company plans to donate.
“We’re so excited to use our network of talent and influencers to seed this custom product and raise awareness,” Thorne said. “By doing this, we aim to spark conversations and shine a spotlight on this cause.”
