Beck's Sapphire Interview with Moritz Waldemeyer - directed & edited by Anthony Gaddis
Today BECK’S opened a pop-up “jewelry store” in Beverly Hills to celebrate BECK’S SAPPHIRE, the latest innovation in high-end beer. The space will host a series of private events over the next few weeks, with the official opening last night. The BECK’S SAPPHIRE space can be found at the corner of Rodeo Drive and Santa Monica Boulevard (9495 South Santa Monica Boulevard, Beverly Hills).
The brand will open three additional spaces in the most prized real estate locations across the United States, including SoHo in New York City, on Michigan Ave. in Chicago and along South Beach in Miami.
All of the BECK’S SAPPHIRE pop-up “jewelry stores” will showcase a unique art installation designed by Moritz Waldemeyer, the famed German designer and engineer. The spaces feature a clean, modern aesthetic, interspersed with the exclusive artwork designed by Waldemeyer, whose work represents a “fusion of technology, art, fashion and design.” Waldemeyer has worked with some of the most iconic names in entertainment, including Rihanna, U2, Ellie Goulding and many others.
To capture the introduction, BECK’S SAPPHIRE filmed a special video featuring an exotic black panther adorned with a necklace with a rare sapphire gem. Model Ivana Korab walked the panther down Rodeo Drive through the BECK’S “jewelry store” front door to deliver the sapphire gem to its proper place in the art installation. The model was dressed by HUGO BOSS and shot with Leica cameras. The film will be introduced through NOWNESS later this month.
“We have established a special relationship with Hugo Boss and Leica Camera,” said Curtis. “Hugo Boss, Leica Camera and Beck’s share a German heritage and sit at the pinnacle of German innovation, design and engineering. We are very proud to work with them and showcase their tradition of German innovation.”
The rest of the world will be introduced to BECK’S SAPPHIRE during the Super Bowl on Feb 3, the largest stage in advertising. Over 112 million consumers will view the ad on February 3, which features a surprising admirer and a special remix of a well-known ’90s anthem. BECK’S SAPPHIRE will release the details of its Super Bowl spot at a later date.