Thursday 17th April

Beer and the City

By Livia Albeck-Ripka,
6th October 2011

Grolsch beer collaborates with Melbourne’s artists and musicians in a month-long project spanning seven venues, nine stages and 120 metres of wall space.

W

hat happens when 68 local musicians, artists and designers come together in one huge collaboration spanning nine stages, 120 metres of wall space, and seven inner city Melbourne venues with a whole lot of beer? The Grolsch Grid. It’s a project run by the iconic beer label, which, founded in 1615, has built a brand around qualities of independence, creativity and unconventional thinking.

Nine local spaces, including The Evelyn Hotel, Bimbo Deluxe, Workers Club, Laundry, Gasometer, Blue Tile Lounge and Collingwood World, will see artists and musicians collaborate on inspired creative projects.

Every artistic project this year is based around the silhouette of Grolsch’s iconic ‘swingtop’ bottle and this year’s theme of ‘Worlds Collide’.

Grolsch may well already be known for supporting Melbourne’s art scene, but this year they are turning it up another notch.

Launching earlier this week, artists and musicians will be revealed on facebook over the next month.

grolschgrid.com

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