From Becks:
ST. LOUIS, Jan. 18, 2013 /mbb/ -- Today BECK'S opened a pop-up "jewelry store" in Beverly Hills to celebrate BECK'S SAPPHIRE, the latest innovation in high-end beer. The space will host a series of private events over the next few weeks, with the official opening last night. The BECK'S SAPPHIRE space can be found at the corner of Rodeo Drive and Santa Monica Boulevard (9495 South Santa Monica Boulevard, Beverly Hills).
For the official opening, BECK'S SAPPHIRE hosted a private event last night featuring a mix of rising stars from across greater L.A. Celebrities in attendance included Shenae Grimes (90210), Jessica Lowndes (90210) and Krysten Ritter (Don't Trust the B- in Apartment 23).
The brand will open three additional spaces in the most prized real estate locations across the United States, including SoHo in New York City, on Michigan Ave. in Chicago and along South Beach in Miami.
All of the BECK'S SAPPHIRE pop-up "jewelry stores" will showcase a unique art installation designed by Moritz Waldemeyer , the famed German designer and engineer. The spaces feature a clean, modern aesthetic, interspersed with the exclusive artwork designed by Waldemeyer, whose work represents a "fusion of technology, art, fashion and design." Waldemeyer has worked with some of the most iconic names in entertainment, including Rihanna, U2, Ellie Goulding and many others.
"Beck's Sapphire has been well received by consumers at events from coast to coast. It took our engineers more than two years to develop this smooth of a beer and our exclusive black bottle," said Chris Curtis , brand manager, Beck's. "The pop-up space gives us an opportunity to showcase Beck's Sapphire to our friends in Los Angeles in a truly special way. We invite new and old friends across L.A. to stop by and see this celebration of German beer and German innovation."
To capture the introduction, BECK'S SAPPHIRE filmed a special video featuring an exotic black panther adorned with a necklace with a rare sapphire gem. Model Ivana Korab walked the panther down Rodeo Drive through the BECK'S "jewelry store" front door to deliver the sapphire gem to its proper place in the art installation. The model was dressed by HUGO BOSS and shot with Leica cameras. The film will be introduced through NOWNESS later this month.
"We have established a special relationship with Hugo Boss and Leica Camera ," said Curtis. " Hugo Boss , Leica Camera and Beck's share a German heritage and sit at the pinnacle of German innovation, design and engineering. We are very proud to work with them and showcase their tradition of German innovation."
The rest of the world will be introduced to BECK'S SAPPHIRE during the Super Bowl on Feb 3, the largest stage in advertising. Over 112 million consumers will view the ad on February 3, which features a surprising admirer and a special remix of a well-known '90s anthem. BECK'S SAPPHIRE will release the details of its Super Bowl spot at a later date.
Update 24 Jan 2013…a 2nd Pop-Up store now opening in Chicago:
ST. LOUIS, Jan. 24, 2013 /mbb/ -- Today BECK'S opened a pop-up "jewelry store" along the Magnificent Mile in Chicago, Ill. to celebrate BECK'S SAPPHIRE, the latest innovation in high-end beer. The space, located at 840 North Michigan Avenue, will host a series of private events in the coming weeks. BECK'S SAPPHIRE hosted an invitation-only private event last night featuring a live performance from acclaimed indie rock/house band Hey Champ.
BECK'S SAPPHIRE opened a similar space just off Rodeo Drive in Los Angeles last week, and plans to open additional spaces in the coming days. The spaces are all found in the country's most prized real estate locations, including SoHo in New York City and along South Beach in Miami.
The BECK'S SAPPHIRE pop-up "jewelry store" on Michigan Avenue showcases an art installation designed by Moritz Waldemeyer , the famed German designer and engineer. The space features a clean, modern aesthetic, interspersed with the exclusive artwork designed by Waldemeyer, whose work represents a "fusion of technology, art, fashion and design." Waldemeyer has worked with some of the most iconic names in entertainment, including Rihanna, U2, Ellie Goulding and many others.
"It took our brewmasters and engineers more than two years to develop Beck's Sapphire and our exclusive black bottle," said Chris Curtis , brand manager, Beck's. "So we feel a special sense of satisfaction introducing consumers to the latest in high-end beer. We invite new and old friends to stop by and see the latest innovation from the world's best-selling German beer brand."
The rest of the world will be introduced to BECK'S SAPPHIRE during the Super Bowl on Feb. 3, the largest stage in advertising. Over 112 million consumers will view the ad on Feb. 3, which features a surprising admirer and a special remix of a well-known '90s anthem. BECK'S SAPPHIRE will release the details of its Super Bowl spot at a later date.
No beer will be available, served or consumed at the venue during events open to the general public.
PR Newswire
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