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Beck's Art Crawl Celebrating 25 Years of Beck's Art Labels
Walking in Circles, 1991. © Richard Long.



LONDON.- Beck’s Art Crawl presents the best of Beck’s Art Labels – offering an exclusive opportunity to win a limited edition print by leading contemporary artists including Tracey Emin, Jeff Koons and Tim Head.

The Beck’s Art Crawl is on display from April 11th through April 28th, 2011. The Art Crawl celebrates 25 years of the pioneering and iconic Beck’s Art Label – another symbol of the independent thinking which started at the brand’s inception in 1874, when Beck’s broke away from convention by packaging Beck’s in a green bottle instead of the standard brown.

The Beck’s Art Crawl presents the best of this distinctive archive of contemporary artwork in a unique exhibition. Eight of the most iconic Art Labels by leading international artists Tracey Emin, Jeff Koons, Bruce Mclean, Richard Long, Tim Head, Tony Oursler, Tim Noble & Sue Webster and Roderick Buchanan are showcased across eight of the coolest bars in East London.

To take part in the Art Crawl, fans can visit the Beck’s website. Here they will find a list of all participating pubs, and a map to navigate their way between them. Each of the locations features the work of one Art Label alumnus, as well as an exclusive new audio interview with the artist. Participants can win a limited edition print of each label by checking-in via Facebook at each of the venues. Instantly they’ll be told whether they have won one of the prints, one of 150 free bottles of Beck’s or whether they must try again by checking-in at another of the venues on the Art Crawl.

In a bid to uncover the next generation of Art Label talent, Beck’s is also inviting students at the UK’s leading art colleges to design a new Beck’s Art Label and to submit their designs via the Beck’s Vier Facebook page. Art Crawl LIVE, taking place 16 April, will see six short-listed designs, selected by a panel of judges, recreated on a huge mural by leading art collective End of the Line. In a dynamic live art event open to the public, the lucky winners will see their works take over premium wall space on Great Eastern Street, Shoreditch – one of London’s coolest streets and a unique platform for the young designers to showcase their work and join the ranks of some of the world’s most renowned artists as official Art Label creatives.

Art Crawl LIVE will also offer 100 pre-registered members of the public the chance to take part in a themed Shoot Experience event. Drawing on the iconic works featured on the Crawl, participants will be challenged to create their own Art Label, armed with a camera and the streets of London as their canvas. At the end of the day, submissions will be judged, with each member of the winning team receiving a limited edition print of the Art Label artwork of their choice, alongside a print of their own winning image.

The Beck’s Art Crawl and the Art Crawl Live activity is part of the Beer into Art concept, adding an innovative and exciting element to the beer drinker’s experience by transforming ordinary beer bottles into contemporary pieces of artwork through their ongoing Art Labels campaign. For 25 years the Beck’s bottle has been the canvas for some of the biggest names in contemporary art and now, in celebration, Beck’s is giving the public a chance to own an iconic piece of art and to create their own.

Beck’s has been turning beer into art since 1874, when it was the first brewery to use a green bottle. The Beck’s Art Crawl celebrates 25 years of the Beck’s Art Labels campaign, running 11th – 28th April, Art Crawl LIVE takes place 16th April, East London. For further information and to participate visit www.becks.co.uk / www.facebook.co.uk/becksvier










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April 13, 2011

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