Desperados - "Augmented Edition 2017"

For nearly 20 years, Desperados has collaborated with/joined forces with Parisian urban art collective the « 9ème Concept » to create collector labels for its bottles. Over the years, the beer brand, which launched in France in 1995, has forged a long-standing relationship with the collective, unusually long in the marketing world, leading to a strong, authentic bond with the street art community in general.

Desperados doesn’t do things like everyone else, a unique name, vividly colored silkscreen-printed bottles and an extraordinary recipe. Which is why they initially sought out the street art collective. The 15, or so, artists in the collective and the brand share certain essential core values - a taste for innovation and singularity. Since 1998, in all, the collaboration between the 9ème Concept and Desperados has resulted in 73 uniquely designed bottles. Every year, the collective’s brief is the same – change, innovate, surprise, astonish, innovate. Other than these instructions, which are music to any artist’s ears, the designer has complete creative license. This year, the brand, its agency MNSTR, and member artist Matthieu Dagorn have turned the label into a multi-dimensional work of art, with augmented reality.

The augmented edition: the iconic bottle invites consumers to an unprecedented experience

Matthieu Dagorn, street artist, sculptor, member of the 9ème Concept, who, like his predecessors, was given ‘carte blanche’ by the brand, used his creative background and imagination to take this year’s bottle to a whole new level. Part street art, part digital, the 2017 version of the bottle is a unique multi-dimensional experience.

To accompany the launch of the new edition, agency MNSTR, helped organize a special exhibit. Dagorn, equipped with paper and Google Tilt Brush technology, projected his creative universe onto the walls of a 36m² cube, which he built specifically for the project. In two weeks, he created a physical representation of the label - an enormous paper statue, which comes alive with Google technology. The augmented reality allows visitors the opportunity to step in to and explore the label’s design.  

Consumers can also live the experience via the 2017 limited edition bottles and the DESPERADOS AUGMENTED EDITION application.

Available on IOS and Android, the application allows you to scan the label and explore the work :

-       3D animation wherein the shapes and curves extend out of the label itself, giving it depth

-       360° visit of the artist’s workshop: transported directly into Matthieu Dagorn’s workshop, users can navigate the room in 360°

-       navigation inside the work itself to see how the Tilt Brush technology is used to explore every detail

-       a behind-the-scene look at the scultpure’s creation

A fusion of reality and digital, the label will be featured on the bottle until October 2017.