Marca disponibilizará espaço interativo concebido por Muti Randolph e Nídia Aranha, que inclui salão de beleza futurista, customização de unhas e estúdio fotográfico, nos dois principais dias do evento (5 e 6 de novembro)
Um dos festivais mais aclamados da Europa desembarca em São Paulo. E, ao seu lado, a cerveja puro malte alemã mais vendida do mundo. A cerveja Beck’s, da Ambev, traz ao país a primeira edição do Primavera Sound, que vai levar artistas nacionais e internacionais para diversos palcos espalhados pela capital paulista até o dia 6 de novembro. Com o conceito de “Primavera Amarga”, a marca convida o público a despertar para uma experiência cultural e interativa no Stand Hero, próximo ao palco principal do festival, onde tocarão as atrações principais como Travis Scott, Arctic Monkeys, Björk e Lorde, além de brasileiros como Liniker, L7nnon e Hermeto Paschoal.
No local, os visitantes terão espaços de moda e beleza para se caracterizarem. O espaço contará com o Bitter Beauty, com curadoria do Vários Corres e profissionais hypados da cena fashion como Nídia Aranha, Flossy, Babi Trettel e MoNA – responsáveis pela beleza e nails de grandes cantoras brasileiras. No salão será possível realizar caracterizações da primavera nos cabelos, personalização das unhas e maquiagem nos olhos com pigmentos sustentáveis. Essa ação ocorre nos dois principais dias do evento – 5 e 6 de novembro. Além disso, o evento terá o Bitter React: estúdio fotográfico onde você registra a sua reação ao amargo de Beck’s.
E se estamos falando sobre a cena cultural, quem passar pelo espaço ainda vai conferir o ensaio de Bitter Reactions, que ocorreu durante a Vernissage de Beck´s e mostrou personalidades reagindo ao amargor da marca. Os retratos são de Manu Gavassi, Chay Suede, Linn da Quebrada, João Vicente, Jonathan Azevedo, Letrux e John Drops e foram realizados para celebrar a chegada do Primavera Sound no Brasil, em uma exposição de arte contemporânea com a curadoria de Carol Lauriano e parceria do Hypebeast.
“Todas as iniciativas apresentadas pré e durante o festival propõem novas perspectivas culturais dentro das cenas que a marca atua e reforçam o envolvimento da marca com música, arte contemporânea e linguagens imersivas”, destaca Lara Azevedo, head de Marketing de Beck’s.
Ingressos para shows “na sorte” e visual contemporâneo
Você ainda não tem ingresso para o Primavera Sound? Calma! Com a “Bitter Tickets”, Beck’s vem promovendo experiências sobre o sabor amargo em troca de entradas para o festival. E você vai precisar contar com um pouco de sorte para curtir grandes shows “na faixa”. A ativação será realizada em bares de São Paulo — Caracol Bar, Miúda Bar e Giro Bar. Os espaços contarão com ambientações personalizadas e participações de DJ’s, como Eliiwasa e Carola. Na compra de um combo Beck’s, compre três e leve quatro, um consumidor da mesa concorre a prêmios instantâneos. A ação acontece nos dias 3 e 4 de novembro.
Durante a “Primavera Amarga” de Beck’s decorações especiais da estação mais florida do ano também foram espalhadas em pontos estratégicos da cidade. Desta forma, a marca transformou a entrada do Fachada — bar de São Paulo famoso por mudar a decoração de entrada a cada dois meses – em uma floricultura. Além disso, há uma ambientação exclusiva de primavera em pontos de ônibus da capital, localizados na Avenida Paulista, Avenida Brigadeiro Faria Lima e Avenida Santo Amaro.
Para ilustrar o conceito da marca, Beck’s ainda criou um filme para mostrar como o amargor pode levar as pessoas para lugares surpreendentes, incluindo, o Primavera Sound. Esse convite foi além e chegou ao metrô e aos trens da CPTM. Beck’s invadiu os trilhos e estampou vagões da linha Verde – do metrô — e Esmeralda — CPTM — com uma pintura especial em alusão ao festival.
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