At the launch event for the Beck's Green Box Project
, brand manager Andy Logan
reminded the audience that this is the 25th year of Beck's Art Labels, and of the fact that the beer brand was the first to use green bottles instead of the standard brown. In continuation of both its connection with the arts and its self-consciously pioneering spirit, Beck's Green Box Project is an international augmented reality commissioning programme, which seeks to enable hundreds of digital works of art over three years.
The resulting commissions will be viewable via the Beck's Key app, which uses GPS and visual markers to display the creative contents of the two metre-cubed green boxes. The app also allows users to search for their closest Green Box and receive updates about the artists involved, creating what Beck's has billed as 'the world's first global networked augmented reality gallery'.
British fashion photographer Nick Knight
, who is co-curating the project, expanded on his enthusiasm for augmented reality: 'This feels like a new art form; the juxtaposition between the world we see and the world we're going to be allowed to see through the technology.'
To mark the launch, a 200-foot high digital sculpture by Belgian artist Arne Quinze
was unveiled on top of the Statue of Liberty in New York and 30 further pieces of art have been commissioned from different creative disciplines. The commissions span seven cities and the artists involved include UK food scientists Bompas & Parr
, US illustrator Sage Vaughn
and Toronto-based opera trio Austra
. These initial exhibits, Logan explained, are 'a call to action for as many independent thinkers as possible' as Beck's seeks to commission hundreds more digital artworks, conceived by members of the public, throughout 2012. Matt Hardisty
, strategy director for Mother
London, who worked on the project, commented on the marketing potential of the distinctive green boxes: 'We are trying to represent a different kind of gallery, but from an advertising point of view this is also a different kind of billboard - they will be situated in these areas for between two weeks and two months.'www.becks.com