With the wild parties, installations, and celebrity appearances occupying all hours of Miami Art Week, it's pretty tough to get people's attention. But Heineken, along with street art paint purveyor Montana Cans, has launched a new concept for Basel 2015 that's unique enough to appeal to even the most jaded fair-goers.
The Heineken Mobile Art Experience revolves around a traveling truck and pop-up art supply store. On the truck's exterior is canvas, so artists can live paint murals in different locales around town. They'll be rotated out regularly and each time audiences see the truck, it's likely to be sporting something new. On the interior, the truck is stocked with Montana Cans and other goodies; allowing those same live-painters to have everything they need in one stop.
Artists painting on the truck include: Queen Andrea, Kamea Hadar, 2Alas, Greg Mike, Dourone,Sharktoof, Apex, Felipe Pantone, Christina Angelina, and Dasic Fernandez.
“We wanted to create something that was accessible for artists, so having this mobile truck really helps serve the artists who are out on their walls killing it,” explains Greg Mike of ABV Agency and Gallery, Artist, Curator. “It's also great because we can showcase live painting at different events Heineken is supporting."
The interior and exterior of the truck.
Courtesy of Heineken
As the truck travels, an aerial drone will follow, taking video and sharing it via social media. The action will revolve around the hashtag #HeinekenXMontana, so people can track the truck that way. On the schedule for this weekend are spots like Basel House and Loews.
Another aspect of the collaboration is a special edition, Heineken green-hued Montana Can. "This concept is not only unique to Miami but to the world," adds Mike. "This is the first collaboration of its kind with Heineken and Montana Cans creating the limited edition can. Also, the mobile truck supplying cans and also showcasing live art with interchangeable sides has never been done before in Miami. "
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The can is on display in the truck and at the Heineken Art Project Lounge at SCOPE Miami Beach. There, attendees can drink Heineken, check out streaming content straight from the truck, and get a glimpse at the extra-special art.
"Everyone wants a can!" says Mike. "The response has been incredible and street art fans are tracking the truck trying to get their hands on one of these limited edition cans. We love to see the crowds build alongside the truck to experience the live art. We are making sure we hook up the artists first but we will be giving some away to lucky fans as well."
For those who want to follow, all content around the truck is going up at HeinekenXMontana.com.