Art World
LaCroix, Seltzer of Choice for Millennials, Is Now a Work of Pop Art
The popular drink is the subject of a new show from street artist fnnch.
Caroline Goldstein
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LaCroix seltzer water isn’t just a wildly popular elixir for health-conscious millennials. Now it’s also pop art.
In a nod to Andy Warhol, street artist fnnch has reimagined the original nine cans of the seltzer water in a San Francisco show debuting this weekend, according to Food & Wine. The exhibition, “9 Cans of LaCroix,” will be featured as part of the art collective SUB, and will also showcase a flamingo-themed mural and the street artist’s signature honey-bear container paintings.
“I’ve heard [LaCroix] referred to as start-up water. They’ve become a part of our culture,” the artist told Food & Wine. “The cans are kind of ugly, but kind of beautiful, so the way I designed the paintings was in homage to [Andy Warhol’s] Campbell’s soup cans.”
LaCroix—pronounced “la-croy,” idiosyncratically enough—has been marketed as the carbonated beverage of choice for a soda-eschewing Generation Y that appreciates at least the appearance of healthy living. Of course, fnnch is not the first to adopt the colorful brand as a subject. LaCroix-themed merchandise, rap songs, and hashtags abound, and the company has capitalized on their viral popularity with Instagram posts featuring millennial cat-nip like flower crowns, athleisure, and puppies.
