Addicted To Retail (ATR) Special Feature: Becks Sapphire Launch Installation – Los Angeles.
Sapphire is the newest entry in Beck’s beer family: a fresh flavor together with a new bottle image inspired by the rarest gemstones. The product is being introduced around the United States throughout 2013. A series of pop-up locations – starting January 17th in Los Angeles, Santa Monica Boulevard– are chosen to day-view the new beer to the American public.
In this occasion, the renowned communication agency ‘Group360 Worldwide’ asked Moritz Waldemeyer to create a unique environment inspired by the black exterior face of the bottle. ‘When I’ve first put my mind into the project’, says Moritz, ‘I pictured a modern luxurious space which recreates the preciousness of sapphires’. Alternations of geometric figures are irregularly positioned to form a cutting edge structure. The artist recreated a crystal cave composed of mirrors that reflect the light in order to transmit the visitor in a surreal landscape.
The goal is to transform an environment using simple triangular shapes that recall the precious stones carved in the rock, ‘leading the viewer through a journey into luxury and elegance’. He explores use of the same geometric shape to render multiple spatial dimensions within the same architecture: triangles become pyramids and the pyramids intersect each other exploiting three-dimensions. An avant-garde work of art that matches Beck’s idea of sophisticated enviroment for the launch of a different type of beer.
Via: Moritz Waldemeyer