On 4 July 2011, a soaring 200-foot high digital sculpture by acclaimed artist Arne Quinze was unveiled on top of the flame of the Statue of Liberty in New York to mark the launch of the Beck’s Green Box Project, the world’s biggest cultural commissioning programme of its kind.
The Green Box Project, co-created with Mother, is a global fund established to inspire, celebrate and financially support independent talent in art, design, music and fashion. Over the next three years, Beck’s, through The Green Box Project, will fund and showcase hundreds of projects by individuals with unique creative vision. The resulting art pieces will be experienced via augmented-reality in Green Boxes located around the world and will be permanently displayed in the fund’s virtual gallery.
To start the project, from July to September 2011, Beck’s will release 30 Green Boxes holding exclusive virtual pieces by renowned artists in the US, UK and Italy. With these initial works marking the start of something spectacular, Beck’s seeks to commission hundreds of green boxes, conceived by members of the public, to be installed throughout 2012.