At this year’s Brand License Europe Chupa Chups steals the show with a special art exhibit and fashion project that commemorates the creation of its logo by the famous painter Salvador Dalí.

The brand has teamed up with The Rodnik Band, a London based art fashion label, famous for its pop style and ironic take on fashion. Philip Colbert, the artist and designer of The Rodnik Band, is a modern creative visionary who loves to reinterpret the true icons of pop art. Revisiting Chupa Chups' famous origins, The Rodnik Band has created a Chupa Chups® booth which is a true art piece. He has taken the brand on a surrealist journey, making bold Pop Sculptures and paintings. The collaboration also involves an original collection of ready-to-wear dresses and accessories with dashing and colourful prints inspired by the artistic energy of Chupa Chups. "Forget the SOUP CAN, the Lolly POP is the ultimate symbol of POP" says Colbert.

On the second day of the show, you should not miss out on one of the most surrealist and fun experiences of this show: Chupa Chups® invites you to the first catwalk on a tongue to present the Chupa Chups® & Rodnik ready-to-wear collection. The fashion pieces are available for exclusive apparel collections and for premium licensing projects.

“When Paolo Lucci, our Italian agent and fashion consultant introduced us to The Rodnik Band at BLE a year ago, it was love at first sight”, says Christine Cool, Area licensing manager of Perfetti van Melle. “Philip’s unique humour and fun approach to pop art with positive vibes are a natural fit with Chupa Chups®, and just perfect for partners who are looking for a different creative proposal that blends fantasy and fun.”

“I am very excited to collaborate with Chupa Chups, they are the ultimate pop brand, after visiting the factory I was blown away by the world of Chupa Chups, Andy Warhol created an Art Factory, but for me Chupa Chups seemed like the ultimate pop factory, I love the fact this brand connects Pop Art and surrealism with Dali having creating their logo, I was very interested to explore this connection and further develop it with my work” says Philip Colbert, the designer of The Rodnik Band.