Superstar

The Becks Sapphire Installations Launches the Label's Latest Beer

By: Jana Pijak - Published: Feb 11, 2013 • References: waldemeyer and sofiliumm.wordpress
The Becks Sapphire installation marks the launch of the German brewer's latest beer. Created by artist Moritz Waldemeyer, this sculptural piece is made up of numerous triangular elements that take inspiration from the new beer's exclusively designed bottle.

The designer's bold piece immerses itself into its surrounding space and resembles two icy stalagmite and stalactite forms. Creating a mirrored cave, Waldemeyer's art piece interacts with its users and is reminiscent of an abstracted natural landscape.

The Becks Sapphire installation explores a variety of spatial perspectives and dimensions. Two sharply geometric volumes grace the floor and ceiling of am open gallery space, each pointing at a singular glass bottle that appears to float in mid-air. This avant-garde installation piece marries contemporary art with commercial marketing that is meant to appeal to Becks Sapphire' sophisticated target market.