ADVERTISING FEATURE

On April 11th something pretty special is happening in London. It’s called Beck’s Art Crawl, and we thought you’d want to be a part of it…

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 will be showcased across eight of the best bars in East London.

Take part in the Art Crawl by visiting the Beck’s website (www.becks.co.uk) where you’ll find a list of all participating pubs, and a map to navigate their way between them. Each of the locations will feature the work of one Art Label alumnus, as well as an exclusive new audio interview with the artist. By taking part you can win a limited edition print of each label by checking-in via Facebook at each of the venues. Instantly you”l be told whether you’ve have won one of the prints or one of 150 free bottles of Beck’s.

But that’s not all. 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 (www.facebook.com/becksvier). 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.

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.

Please enjoy Becks responsibly. www.drinkaware.co.uk