Heineken presents #ImagineKL
Wednesday, September 16, 2015
Heineken unveiled its latest campaign “Imagine” aimed to evoke
discovery of the brand and denoting the brand’s iconicity. Consumers were
treated to a creative showcase as Heineken, the world’s no.1 international
premium beer, collaborated with a heady mix of creative visionaries and
transformed the brick-and-steel interior of Slate @ The Row into an intuitive
art space titled #ImagineKL.
To bring the #ImagineKL showcase to life, Heineken collaborated with a
diverse range of emerging artists from
the worlds of fashion, motion design, filmmaking, sculpture, photography,
graphic design and sound art to create an intuitive space that both stimulated
and inspired imagination. Blurring the lines between art and entertainment, #ImagineKL
took a look at the analogue and digital worlds we live in and invited consumers
to challenge their preconceptions.
Of course, no Heineken event would be complete without music. Heineken’s
local DJs including LapSap, Twilight Actiongirl, Ethan Curzon, Hulkas, JHIN, HypeEm
Beats and Indiego & Co. filled the showcase with their unique sounds, accentuating
the artistic experience designed to spark social conversations. Consumers were
also treated to the progressive sounds of the live music performances by Like
Silver, Dae Kim and Flica which offered another unexpected twist to the #ImagineKL
showcase.
For more information and details on Heineken, as well
as the brand’s ongoing activities, log on to Heineken’s Instagram
page (www.instagram.com/HeinekenMY)
or Facebook page (www.facebook.com/Heineken).
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Showcased Creations
Colourama
Themancalleduncle x All is Amazing x
Boris Foong x blur
An installation in three pieces,
Colourama takes a playful approach
to our conceptions of image and animation. At the technological end of the
spectrum, photographs by All is Amazing are sliced by software and dissected
into layers.
These are reassembled along with
projections and motion graphics by Boris Foong to form a series of
ever-changing holograms. At the other end of the spectrum, blur’s Beberscope
puts viewers in charge of their own story, allowing them to create and view
their own animation. The triptych is completed with a soothing and immersive
take on the centuries old kaleidoscope.
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Walls Have Ears
Dam Interactive x Yan Jun
Networks of pipes snake around
our buildings. Present but often ignored, we rely on them for water, gas and
power. Walls Have Ears takes sound
as its medium to deliver and reprocess sound.
Microphones hidden in the pipes
collect ambient sound and deliver it to the centre. The sound is repurposed
and shaped into a jagged soundscape by Yan Jun and exported back out to the
network through wireless headphones
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Untitled
Joe Chia x Kontak!
This untitled collaboration
between the acclaimed fashion designer Joe Chia and architecture-based design
collective Kontak! explores the connection between the clothes we wear and
the space we occupy.
Untitled changes the notion that clothing begins and ends with the body by
transforming it into a translucent freeform structure that dresses the space
surrounding it.
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Lasersonic
Biji-biji Initiative
Light travels at more than
800,000 times the speed of sound. Pulsating so fast that the human eye sees
it as a constant stream. Inverting that rationale, Lasersonic pulls light into the realm of sound to create
laser-guided melodies.
Pass your hand through a beam of
light and it generates a tone. Pluck the air like strings and you create a
tune at 300m metres per second.
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Popping Star
Biji-biji Initiative
A design icon never goes out of
style. It can redefine that style and find use beyond its original purpose.
Biji Biji used Heineken beer bottles and repurposed them to recreate
Heineken’s iconic star as a stunning installation piece.
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Tesseract
Jun Ong
Jun Ong specialises in using everyday
objects to create invisible canvases that explore the links between
production and consumption in society. A tesseract is a four dimensional
hypercube: in the context of our 3D world it becomes eight interconnected cubes.
With Tesseract, Jun Ong explores the interplay between light and
presence in space and time.
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