Tiger Beer's NYC Pop-Up Store Shows How Asian Goods Can Be Luxurious

Singaporean Brand Took Over a Canal Street Discount Outlet

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To support its U.S. launch, Singaporean beer Tiger Beer set out to prove that not all Asian goods are fake and cheap, with a pop-up store in Manhattan that sold luxury goods.

The store, created by Publicis Groupe's Marcel Sydney agency, took over a discount outlet on Canal Street, in New York's Chinatown, from June 6-9. It sold upscale items made by well-known Asian artists including Felix Tai from Pomch, Douglas Young from Goods of Desire and Kelly Lim of Kllylrck. Customers could enter by simply presenting a Tiger Beer coaster from one of several nearby bars, and the store sold out just one hour after opening every night.

Produced by Will O'Rourke and designed by James Dive of The Glue Society, the store was built in just two weeks and featured a 118 square meter glass floor filled with stereotypical products sourced from Canal Street itself, in contrast to what was on sale.

Scott Huebscher, executive creative director of Marcel Sydney, said in a statement; "Tiger is a premium beer. It's an authentic, Asian original. But "made in Asia" carries a lot of negative baggage in the U.S. For our first New York launch, we figured, why not tackle the elephant in the room head on?"

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Jul 05, 2016
Marcel Sydney
Tiger Beer
Production Company:
Will O'Rourke
Design/Curator and Project Director:
The Glue Society's James Dive
MD/Executive Producer:
Michael Ritchie
Executive Producer/Head of Projects:
Josh Mullens
Jasmin Helliar
Silvana Azzi Heras
Production Designer:
Thomas Ambrose
Post Production:
Public Relations:
c/o Chan
Starcom MediaVest
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