Stella Artois claimed traditie en doet dat met een andere traditie die met uitsterven is bedreigd, namelijk muurschilderen. Zoals vroeger, toen van 20m2 nog geen sprake was en uw zijgevel geld waard was. Vintage, zo heet dat nu.
We’ve been talking a lot about tradition on this project. Not only is the piece meant to celebrate the tradition of the Belgian Pouring Ritual, but the hand painted tradition bringing it to life has its own storied history. And after a quick look around, you realize that tradition is dying.
Since the project is taking place in New York City, we have a firsthand perspective on this long fading history. Here perhaps more than anywhere you find the remnants of a craft, what some consider an art form, covered up by vinyl prints and backlit screens. Faster, cheaper ways of doing things.
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