Jul 19, 2018 | By Marie Bourgat
Experience Lifestyle & Interiors on WGSN.
Jul 08, 2011
Between July and September 30 ‘green boxes’ are being launched at various locations around the world, holding exclusive virtual pieces created by internationally renowned artists including Sam Spiegel, Hussein Chalayan, Bompass & Parr, and Warpaint.
To view the art works users simply download a free app from the iTunes store and point it towards said Green box. The app can also be used to hunt for other green boxes around the world, also searchable via the brand’s Facebook page.
With the constant reminder of funding cuts to the Arts sector it was somewhat refreshing to witness a big brand like Becks financially supporting and celebrating autonomous artists, and to see the use of augmented reality branching out into the realms of independent art, design and music.
“This feels like a new art form; the juxtaposition between the world we see and the world we’re going to be allowed to see through the technology,” notes fashion photographer Nick Knight of Showstudio, co-curating the project.
To mark the launch, a digital sculpture by Belgian artist Arne Quinze was unveiled on top of the Statue of Liberty in New York, entitled ‘Rock Strangers’, and solely visible via Beck’s Green Box Project app. And in London, hundreds turned out in sunshine splendor to sup Becks, and feast plentifully on the legendary wieners from Big Apple Hot Dogs, in celebration.
Launching itself as an ‘augmented reality gallery’ it is the first of its kind and hopes to become a future platform for hundreds of artworks to be submitted and possibly showcased in a permanent and virtual exhibition globally over the next three years by otherwise unknown or unfunded artists. – Samantha Fox
Photos credited to Protein.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.