Beck's Launches Virtual Art Galleries'Green Box Project' funds mobile-powered installations

Eager to associate itself with what it sees as the cool crowd-or in the words of the import brand, "independent thinkers"-Beck's has launched the "Green Box Project," an ongoing campaign that has commissioned works from designers, musicians, and other creative professionals, and will showcase them in seven cities across the U.S. and Europe. The twist: Rather than hanging the pieces in traditional galleries, Beck's is presenting them in augmented reality installations-a series of 30 glowing 6.5-foot cubes that viewers must unlock with smartphones in order to "reveal" the work that's hidden inside. Like the brewer's bottle, each box is green.