New York's Canal Street is world-renowned for its dollar discount stores, filled floor to ceiling with cheaply made Asian cliches and counterfeit goods. To celebrate the true craft and creativity of its origins the streets of Asia Tiger Beer and Marcel Sydney have repurposed a Canal Street discount store and turned it into a stunning showcase of the best Asian art, fashion, technology and design. The store, created by Marcel, produced by Will O'Rourke and designed by James Dive of The Glue Society, was built in just 2 weeks and featured a stunning 118 square meter glass floor filled with stereotypical products sourced from Canal Street itself; a powerful counterpoint to the objects above it.
Media: Integrated
Category: Drinks, alcoholic
Client: Tiger Beer
Agency: Marcel, Sydney
Country: Australia
Producer: Jasmin Helliar
Executive Producer: Michael Ritchie
Executive Producer: Josh Mullens
Design/Curator and Project Director: The Glue Society's James Dive
Curator/Designer: Silvana Azzi Heras
Production Designer: Thomas Ambrose
Post Production: Heckler
Public Relations: c/o Chan
Media: Starcom MediaVest