Celebrating street art and urban culture, Mountain Dew® and Dutch art foursome, Chaotic Bastards, will curate an innovative, crowd-sourced gallery unveiled in one of Europe’s most creative capitals – Amsterdam. The Green Label Gallery will culminate in Amsterdam alongside the first-ever European Dew Tour Am Series – an action-packed, daylong amateur action sports competition slated for August 31st at the iconic Museumplein.
The Green Label Gallery exhibition begins with a stark white space and a gallery-quality printer – the HP Designjet Z3200 Photo Printer – as its canvas. Over the course of three days, the space will be transformed into vibrant, inspired artwork representing a badge of originality as the curated pieces are printed and hung in real time, alongside live art demonstrations by Chaotic Bastards.
“Mountain Dew is a cultural instigator, deeply connected with our target group. We’ve been successful with action sports and continue to broaden into art, music and other creative expressions because Dew consumers are multifaceted and have many passions,” said Kurt Frenier, Vice President, Global Brand Development, Beverages, PepsiCo. “With Green Label Gallery, we’re showcasing one of these creative passions, urban art, building a unique and authentic Dew experience around art culture.”
Beginning August 4th and continuing through August 30th, 2014 artists from around Europe can submit their digital street artwork by posting on Instagram with #GreenLabelGallery. From art in digital form and photos of executed street art, to imaginative sketches of artwork-to-come from amateur and professional artists alike, selected pieces will be featured for exhibition at the contemporary Walls Art Gallery in Amsterdam, as well as on www.green-label.com/gallery for truly global art appreciation.
“Together with other artists, we’ll unleash an artistic harmony on to the Green Label Gallery walls,” said Chaotic Bastards. “When many artists work together magic happens – we can’t wait to be inspired and see the art come to life!”
The exhibit will be open to the public as the Green Label Gallery is created Thursday, August 28th through Saturday, August 30th at Walls Art Gallery Amsterdam, with the complete exhibition viewable Sunday, August 31st.
For more information on Green Label Gallery and to view the gallery of submissions, visit www.green-label.com/gallery.