Tiger Translate: where beer meets art

  • Marketing
  • January 17, 2010
  • StopPress Team
Tiger Translate: where beer meets art

Tiger Translate, the New Zealand-developed art and music mash-up, is heading back to Auckland in 2010, with this year’s event set to take place in a pop-up location (trend alert!) featuring a maze of gallery spaces spread over three floors.

Tiger beer has commissioned one-off artworks and installations to be displayed in and around the historic building and is also inviting applications from creative types who want to develop their own display for the night.

Anna Isaac, brand manager for Tiger Beer, says: “We know there is a wealth of talent out there. We want to see what awesome ideas people can come up with.”

Tiger is also putting its money where its mouth is: the best entry will win a cash prize of $2,000.

The top artworks will be displayed at Tiger Translate on March 20, along with other exhibitions from respected groups from the Kiwi creative community.

Tiger Translate was launched in New Zealand four years ago (the first was at the Transmission Room in 2005, the second at Britomart’s Pavilion in 2006, the third at a basement in Nuffield Street in 2007 and the fourth at Fu and Zen in 2008) with the objective of using visual art to interpret the merging of traditions, cultures and tastes from the Asian East with the European West.

Tiger Beer International liked the idea so much it exported the concept to other markets around the world, with similar events being held in New York, Copenhagen, Beijing, Bangkok and Berlin.

“The theme of this year’s Translate is ‘balance’,” Isaac says. “Balance forms a central part of Eastern philosophy and we know that artists will have an interesting take on bringing the theme to life. We are really enthusiastic about this event. We have a great musical line up to announce and the bigger scale and new location mean we can open our doors to 1,500 people and create an event that harnesses top creative talent across artistic fields."

For more information and further details about the art competition, check out www.tigerbeer.co.nz.


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