Beck's - Green Box Project

A global cultural commissioning initiative that will support independent thinkers in creating 1,000 new works of art, fashion, design and music over the next three years. Breaking art out of the gallery and presenting a future perspective for outdoor advertising, each work was experienced via the Beck’s Key app, which was activated against physical green boxes located across the US, UK and Italy. In 2011, 30 artists were commissioned to create location-specific works, creating the world’s largest networked augmented reality gallery.