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Brief Published: 19 Jul 2011

The Green Box Project


If brands have been dipping their toes into the art world to build a creative brand image and connect with consumers, then alcoholic drinks brand Becks has swan-dived in with its new Green Box Project.

Harvesting augmented reality (AR), Becks has launched the world’s first globally networked AR gallery, which will showcase 1,000 creative projects by high-profile artists and designers.

Located in 30 AR galleries in specific sites across the globe, creatives such as fashion photographer Nick Knight, fashion designer Hussein Chalayan and designers Bompass & Parr will display new digital work that can be accessed by smartphones or will permanently stay online.

First up is Arne Quinz, with a 200-foot-high flame sculpture atop the Statue of Liberty in New York. Keep an eye out for further projects.