Tiger Beer and Marcel Sydney change what 'Made in Asia' means with the launch of a pop up store in New York celebrating Asian design.
The store, Tiger Trading Co, launched on June 6-9 on New York's Canal Street and aimed to show New Yorkers that Asia is a world leader in design, fashion, technology and creativity. The store was filled with over 700 hand sourced products from artists in Asia. To get access, patrons had to present a Tiger Beer coaster from one of several nearby bars.
The pop up, created by Marcel, produced by Will O'Rourke and designed by James Dive of The Glue Society, was so popular that it sold out of inventory just one hour after opening every night.
Marcel Sydney ECD Scott Huebscher says: "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?"
Tiger Beer global brand ambassador Mie-Leng Wong says: “New York has the largest Asian population outside of Asia, but most people here don’t see past the cheap goods in Chinatown.
“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.“
Credits:
Agency: Marcel Sydney
Production Company: Will O’Rourke
Design/Curator and Project Director: The Glue Society’s James Dive
MD/ Executive Producer: Michael Ritchie
Executive Producer/ Head of Projects: Josh Mullens
Producer: Jasmin Helliar
Curator/Designer: Silvana Azzi Heras
Production Designer: Thomas Ambrose
Post Production: Heckler
Public Relations: c/o Chan
Media: Starcom MediaVest
Client: Tiger Beer
