Celebrating the Asian origins of its brand, Tiger beer has repurposed a Canal Street, New York discount store to display an array of art, fashion, technology and design from the Eastern continent.
Tiger Beer and Marcel Sydney are celebrating craft and design with by cramming the thrift store with over 700 items sourced from some of the best artists in Asia, including Felix Tai from Pomch, Douglas Young from Goods of Desire and Kelly Lim of Kllylrck.
To get access to the exhibit, consumers must present a Tiger beer mat distributed in local bars – however the brand claims that long queues have plagued the store – making it all the more intriguing.
Scott Huebscher, executive creative director of Marcel Sydney, said: "Tiger is a premium beer. It's an authentic, Asian original. But ‘made in Asia’ carries a lot of negative baggage in the US. For our first NY launch, we figured, why not tackle the elephant in the room head on?"
The store, created by Marcel, produced by Will O’Rourke and designed by James Dive of The Glue Society, took two weeks to build and features a 118 square meter glass floor filled with stereotypical products sourced from Canal Street itself.
“New York has the largest Asian population outside of Asia, but most people here don’t see past the cheap goods in Chinatown,” says Mie-Leng Wong, global brand ambassador at Tiger Beer.
“As the number one premium beer in Asia, we wanted to give New Yorkers an unexpected way to explore what Asian quality and creativity is all about. So we’ve invited them to explore and discover the best in contemporary Asia for themselves and reset their perceptions.“