becks hub by martin budzinski from germany

In our perception of Beck’s we think of a global brand with a local identity.
It deals with the vision of a connected world.
The people we want to attract are in the age of 20 to 40 years, travel the world, are interested in new media and kinds of entertainment and seek for special events in their local surrounding. They do not only go out to consume, but want to be part of the performance called “public”.

The Beck’s hub is the node between local and global being.
It maps the brands image of dedication to different cultural intentions like art sponsorship in order to make it public.

Our concept consists of five Beck’s hubs one on each continent moving from one capital to the other.

For the purpose of evolving a unique Beck’s experience situated somewhere between global and local presence, besides the all-day bar works, some exclusive events, arts exhibition or theatre are performed, all of them with a local background.
At the same time the walls are highlighted on the inside by video projections of the events simultaneously taking place in the other Beck’s hubs.
For instance you can see visitors dancing in New York while people in Berlin sip their leisure-time beer and the other way around. These projections are supported by gentle environmental sounds perceived more clearly by approaching the very wall. Due to a perforated hull construction it is possible to stratify both realities into a common wall.
Depending on the visitors point of view he is now able to see either the city surrounding or the projected presence more precisely.
To ensure a comfortable atmosphere these virtual appearances are reduced to schemes acting in the background thus creating the room’s basic mood.