Becks Sapphire Installation

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, doctor 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’, sales 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.

Beck’s Sapphire – Interview with Moritz Waldemeyer from Tony Gaddis on Vimeo.

This entry was posted on Tuesday, January 22nd, 2013 at 2:35 pm. It is filed under ALL PROJECTS, LIGHT DESIGN, VIDEO. You can follow any responses to this entry through the RSS 2.0 feed.