Art in a box: Beck's gives artists a new high

New York – On 4 July, Belgian artist Arne Quinze launched the Beck’s Green Box Project with a 200-foot high digital sculpture on top of the flame of the Statue of Liberty. This is the first of hundreds of commissions planned over the next three years in seven international cities, including New York, London, Rome and Milan.

Conceived by members of the public across the world, the Green Boxes, measuring two metres cubed, will only be visible in augmented reality and online through a smartphone. About 30 international creatives, including Nick Knight, Hussein Chalayan and Sage Vaughn, have been commissioned to lead the project.

‘Beck’s Green Boxes demonstrate the brand’s commitment to innovation and art,’ says Peter van Overstraeten, global marketing manager at Beck’s. ‘We are committed to making the dreams of creatives worldwide come true.’

For more about how brands are using augmented reality to change the way we view the world, read our Ubiquitous Gaming Culture macro trend.