GOOSE ISLAND: INTERACTIVE 3D MURAL ON BEER CANS

We don’t always paint murals on flat surfaces… In celebration of International #IPAday, Goose Island asked us to create an enormous interactive outdoor canvas made entirely of empty beer cans. On top of that, they wanted guests to be able to pick a can off the wall at random in order to win a guaranteed prize - at very least a pint of Goose Island beer at their local brew-pub and, at most, a trip to their flagship brewery in Chicago!

We designed a timber structure and a complex configuration that allowed us to number and track each can. We created a ‘jig’ to control spacing, making sure that the cans weren’t stacked directly on top of each other so that they could be easily removed from the mural. Not all cans were removable - some were fixed in place, while others were attached with magnets. We now had our blank beer can canvas ready to paint. We set about designing a bright and colourful artwork inspired by the brand, which was then painted over the entire can structure. We were sure to repeat the artwork below the removable cans so that the mural’s integrity was maintained even after the cans were taken away. A clever magnetic can-grabbing device was crafted using a Goose Island beer tap on a long pole. We named her Lucy (the goosey). In an activation managed by us, our reps guided participants in choosing their can and taking it around the corner to the Brew-Pub to retrieve their prize.

After the activation was complete, it was dismantled in sections and reinstalled at several Goose Island events as a roaming artwork.