Creativity

Beck's: Green Box Project Intro

Art gets augmented.

Published on Jul 05, 2011

Editor's Pick

Yesterday, the Statue of Liberty got a giant crimson new flame created by Belgian artist Arne Quinze, but only those with a special augmented reality app could view it, part of a new arts-driven campaign for Becks, created out of Mother London. The beer brand has launched what it bills to be the world's largest "global cultural commissioning project" and will involve solely augmented-reality enabled works commissioned by artists like Quinze, Nick Knight, Squeak E. Clean's Sam Spiegel, jello architects Bompas and Parr, Hussein Chalayan, Shaniqwa Jarvis, Warpaint and others.

As part of the project, Beck has planted green boxes in major cities like New York, Miami, Los Angeles, Manchester, Rome and Milan. When captured with the special app, viewers will be able to see the artwork. The project plans to release hundreds of new commissions over the next three years. The first did not require a green box, only Lady Liberty, whose flame leaped 200 feet higher in the form of Quinze's digital sculpture. The general public can submit their ideas for the effort and download the app on Becks.com View the intro to the Becks global art project here.

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About

Credits

Date
Jul 05, 2011
Agency:
Mother London
Client:
Beck's
Commissioner:
Sam Spiegel
Commissioner:
Nick Knight

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