Although we wanted to focus on Spirits and Mobile, we found a really creative beer case study which supports artists around the world. Therefore, this episode will revolve around beer, more specifically Beck’s. (Talking of beer: As of last Wednesday Russia officially classifies beer as alcoholic. Yes, really!)
But back to Beck’s. Beck & Co is a brewery in the north German city of Bremen, now being owned by Anheuser-Busch InBev. The company has recently launched their Green Box Project, according to Beck’s a “global fund established to inspire, celebrate, and financially support independent talent in art, design, music, and fashion”.
So, what is this all about?
The Green Box Project will fund and show case 1,000 projects over the next three years while making use of the latest technology in Mobile Augmented Reality.
People are encouraged to download the Beck’s Key app. The app helps users finding the locations for Beck’s two metre-cubed green boxes that are placed around the world – via geolocation (GPS). Users can then experience the art pieces come to life by pointing the mobile device’s camera at the green boxes.
The demo here shows additional functionality of the app, and how augmented reality brings the art pieces to life:
The start phase of the project lasts from July to September 2011 where Beck’s will release 30 green boxes with exclusive pieces by renowned artists in the US, UK, and Italy -strangely enough not in Germany yet.
With arts funding being cut, we at Liquid Hunch think highly of Beck’s Green Box Project for supporting artists worldwide, but especially for combining it with the latest mobile technology.