Celebrating the 25th anniversary of its ongoing Art Labels campaign, Beck’s is presenting the best graphics which appeared on its limited edition bottles over the past two and a half decades. The exhibit dubbed ‘Beck’s Art Crawl’ and is rolling out at eight pubs across East London from April 11 through April 28, unveiling the archive of bespoke label artworks by celebrated international artists including Tracey Emin, Jeff Koons, Bruce McLean, Richard Long, Tim Head, Tony Oursler, Tim Noble & Sue Webster and Roderick Buchanan.
The brand also invites its fans to join the celebration in two ways—by dropping in on the participating pubs or creating their own imagery. They can visit the venues, where the graphics are on display (each of the pubs features one art label), and win limited edition prints by iconic artists as well as one of 150 bottles of Beck’s beer. In addition to this, beer fans who check-in to these locations via Facebook will be able to listen to exclusive new audio interviews with the artist, who created the labels.
Beck’s thinks about the future as well, and is viewing to expand its collection of art visuals. The brand is inviting aspiring students from the UK’s leading art colleges to come up with their own unconventional designs for a new Beck’s Art Label. If their creations will be really worth it, the young artists will have them painted on Saturday, April 16. They can submit their works to the the Beck’s Vier Facebook page, and in a few days the contestants will be shortlisted by the brand to only six—the winning designs will be taken to a wall on Great Eastern Street, Shoreditch, by leading art collective End of the Line during the Art Crawl LIVE event.
In addition to this, Beck’s is also inviting photographers to register as groups of 2-4 members and participate in the Shoot Experience event on April 16 by creating their own labels inspired by the labels’ graphics and the streets of London, In the end of the day, the stills will be judged, and each member of the winning team will receive a limited edition print of the Art Label artwork of their choice plus a limited edition print of Douglas Gordon‘s Art Label.