Stella hits high note with Chalice Symphony

by The One Centre
9
April, 2014
9th April 2014

If great symphony’s are both a labour of time and love and a musical journey, then Stella Artois have been true to the form with The Stella Artois Chalice Symphony.

The year-long project by the world’s number one Belgium beer has taken a sophisticated and unique approach to branded entertainment.

Stella Artois, and its agency Mother, collaborated with sound artist or ‘musical craftsman’ Andy Cavatorta to create four musical instruments made out of the beer’s iconic ‘chalice’ beer glass.

The result was four beautiful creations, all created using branded Stella Artois beer glasses, or chalices.

The Hive takes its name from the instrument’s unique shape and sound, resembling a soft xylophone; The Pyrophone adds depth to the symphony with a deep whistling sound, like a boat horn; The Star Harp uses robotics to play a harp-like sound using strings and the Stella Artois Chalice – “Stella” means “star” in Latin; and The Violina leverages a higher-pitched string sound, resembling a violin for the symphony.

Cavatorta, an MIT sonic inventor whose past projects include the Gravity Harp for Bjork’s Biophilia album, then worked with indie rock band Cold War Kids to use the instruments to write and produce a song, ‘A Million Eyes’ which is available to fans to download. Stella Artois captured all of this and is releasing films online to showcase the journey.

The premise for the project was simple: “Show that the Chalice, which is itself an elegant creation, not only looks beautiful but sounds beautiful.”

The Stella Artois Chalice Symphony launched online last month with a dedicated website featuring images and descriptions of all four instruments and has been releasing new films detailing the idea, showcasing the instruments, and the collaboration with Cold War Kids.

“This year-long journey has been the ultimate exercise in craftsmanship. We’ve made four instruments, composed a song that brings them to life, and filmed a music video to share that song with the world,” said Stella Artois.

Debora Koyama, Vice President at Stella Artois, said in a statement:  “All things beautiful require effort, determination and a dedication to artistry. And with the Chalice Symphony, we set out to highlight these principles showing that the Chalice is not only beautiful design, but can sound beautiful as well.”

Koyama also told Digiday: “We’re the No. 1 Belgian beer globally, and Belgian beers are traditionally served in specific glasses designed to enhance the drinking experience.”

“The one sense it had not yet reached was the sense of hearing. We set out to create a campaign that explored the chalice beyond its expected functionality to find out what else it could be used for and what it could do.”

“With Chalice Symphony, we also saw the opportunity to do something that has never been done before and reach an entirely new group of consumers, specifically lovers of music. Not only are the instruments feats of engineering and design, but the sounds they create are universal to any genre of music,” said Koyama.

Review

The Stella Artois Chalice Symohony is unexpected and really quite lovely. This is a beautiful way to demonstrate how branded arts can create an authentic and legitimate art that people want to engage with.

While the idea of collaborating with musicians has been done many times before, its never been done quite like this.

The idea of crafting and creating unique bespoke instruments, made from one of the product’s most iconic and premium elements, again may have been done before, but these instruments are works of art.

Stella Artois and Cavatorta have created some beautiful instruments, which also double as a a lovely interactive exhibition which is available for a limited time at a gallery on Manhattan’s Lower East Side. It would be great to see this exhibition on tour to other markets –  depending how well those instruments travel.

I am particularly fascinated by Cavatorta and his story, his background as a musical craftsman is intriguing, and the experience of creating the instruments is a great one. The ‘Making Of’ film only whets the appetite.

The collaboration with Cold War Kids, which has created a great track – I recommend downloading it – is a really savvy way of opening the brand to a new audience. Crucially this element needed to be authentic and Stella has managed it, there’s nothing forced here, you see musicians who are genuinely excited to work with these strange new instruments and the song they create is good.

While Stella’s aim was to introduce new audiences to the brand – clearly young music lovers – this project has such universal appeal it’s guaranteed to change the way many people see the brand. But what I think is especially significant is the way this brand speaks to Stella’s established audience through the experience of the brand and its iconic glass or chalice.

This project takes the individuals experience of the brand – which is all about the drinking, and therefore all about the glass – and brings it to life in a truly unexpected manner.

There is a craft and a style that goes with drinking Belgian beers – it’s something of a ceremony: there’s the pour, the knife to cut the foam and the chalice. This is the ritual of Belgian beer and while Stella is more often served in normal pubs without that sense of ceremony, it’s usually still served in the Chalice.

What better way to leverage the Belgian beer’s heritage than through the glass, which plays on the experience of drinking a Belgian beer.

It comes at an interesting time for beer, which is under fire from a number of alcohol rivals. The explosion of cider, the ever-expanding love affair with wine, and the hipster-driven fascination with microbreweries and new craft beers means the big beer guys are on the ropes.

In this environment beer brands are moving quickly to carve out a niche and a strong identity to ensure they remain relevant to drinkers and can attract new audiences.

There are not too many beer brands that could legitimately create a project like this, it manages to perfectly balance being arty and classy with being really quite cool.

This has the potential for widespread appeal, so it had to be a premium beer with global appeal, it probably could only have been Stella Artois.

Stella has traditionally played on heritage and tradition with its advertising and branding. It has leant heavily on the past and as such it has probably been viewed as old and maybe irrelevant to younger drinkers.

This campaign plays on the heritage and tradition of the beer but brings it to life in a new and modern way – helped exponentially by incorporating with a hot new indie band.

It will help to reposition the brand in markets where it has become less relevant especially in the UK, where it is not seen as a premium beer.

For the Stella Artois brand, this is about creating relevance to audiences but also about doing something interesting and creative to cut through the noise of other beer brands.

It’s an impressive achievement.

For me, the strategy seems to revolve around three pillars: craft, heritage and premium, and the celebration and demonstration of these three elements underpins the entire project.

The creation of the instruments is a nod to the craft of creating a great beer and the art of the chalice, a glass specially designed to enhance the taste of the beer.

The act of using this ‘special glass’ to create, suggests Stella Artois is not just creating great art and music, but it nods to the idea that the beer and the glass create great music together.

Everything about the Stella Artois Chalice Symphony is premium – particularly the name, yet it positions premium as special and unique rather than pricey and high brow – this is a great achievement and one that will be successful for the brand.

There are clear comparisons to be made with the work Intel Australia did with artist Flume, as well as Ford and Ok/Go, and a number of other collaborations, however I’m not sure any of that matters.  While all these collaborations used the products as instruments and engaged musicians to create songs, this is where the similarities end.

The Stella Artois Chalice Symphony is a beautiful, elegant exploration of the sound and beauty that its special beer glass can create. This is about creating art, first and foremost and for that Stella Artois should be commended.

Verdict

Stella Artois has created a beautiful branded arts campaign, which brings the brand to life in a really cool and unique way. A wonderful achievement.

Credits

Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup

Related Stories

Centre News

The ideas and innovators transforming the world.

Fashion

Can period pants change the world?

Hospitality

How Flave’s big-flavour proposition is breaking vegan stereotypes.

Food & Beverage

How Ugly Food is disrupting the food industry and winning over consumers

Fashion

How Allbirds combined sustainability with cool to build a $4 billion shoe empire.

Transport

Get as much car as you need with a Lynk & Co subscription

Fashion

Why The Fabricant is dephysicalising fashion

Products

How Feather is fighting the fast-furniture epidemic

Health & Fitness

Are Rootine’s DNA-based vitamins really better for you?

Technology

Can AirSeed’s seed-planting drones put the brakes on climate change?

Technology

Replika is more than a friendly chatbot. It’s a footprint of you.

Finance

How a fear of debt is fuelling Afterpay’s spectacular global growth

Technology

Are Spatial's high-fiving avatars the future of work?

Transport

Behind Tesla’s supersonic rise as the world’s most valuable car company

Technology

Is Life360 bringing families closer, or pushing teens away?

Lifestyle

The Brands Saving the World from COVID-19

Finance

Happy Money: the fintech that’s curing debt addictions

Food & Beverage

Is Kin the booze-free future of revelry?

Lifestyle

5 brands (and sectors) to watch in 2020

Finance

Beyond is bringing transparency to the business of death

Food & Beverage

Lagunitas is brewing dope you can drink

Finance

Doconomy is a banking service with a conscience

Transport

Will Wing’s drone deliveries help or hinder bricks-and-mortar retail?

Health & Fitness

Oura ring is unlocking the secrets of sleep

Technology

Why millennials love paying for Lemonade insurance

Lifestyle

How Everlane’s radically transparent ethos is upending fashion

Health & Fitness

Recyclable glasses made simple from Dresden

Food & Beverage

Eat an Impossible Burger, save the world

News

Brands Disrupting the World: book now for our next ONEtalks

Health & Fitness

Sex education you can trust: how Clue is tackling taboos

Food & Beverage

Drinking Oatly is more than a trend. It’s a "paradigm shift"

Lifestyle

Mobile is at the heart of Nike’s House of Innovation stores

Centre News

The psychology of selling to the world’s ultra-rich

Fashion

The Phluid Project: Shaking up the gendered world of fashion

News

The One Centre acquires digital media agency Effilab Australia

Finance

Koho is taking back your dreams from the banks that stole them

Transport

Forget buying a Mercedes-Benz. Why not subscribe?

Technology

Behind the meteoric rise of the world's biggest vaping brand JUUL

Retail

Cult Korean eyewear label Gentle Monster takes on London

News

The One Centre presents the brands disrupting the world at ONEtalks

Transport

Uber has a better way to map data – and anyone can use it

Health & Fitness

Forget ‘stoner’ – MedMen is taking marijuana mainstream

Centre News

Four pillars of brand success – John Ford writes for Startup Daily

Fashion

Virtual celebrity Lil Miquela partners with Japanese label Ambush

Fashion

Oakley’s ode to obsession

Fashion

"Will finds a way" with Under Armour

Technology

Kengo Kuma is purifying the air at Milan Design Week

Technology

Facebook is building Willow Village. Would you live there?

Technology

Apple recruits Spike Jonze to welcome you home

Technology

Dot Watch is disrupting the Braille market

Transport

Is Hyundai Pavilion the darkest building on earth?

News

The One Centre presents ‘Disruption Needs Construction’ at Sydney Design Festival 2018

Transport

Nissan brings its tech to life with self-driving slippers

Fashion

Outdoor apparel brand Patagonia to sue the Trump administration

News

The One Centre is hiring creative directors. Here’s our manifesto.

Fashion

Tiffany & Co brings Breakfast at Tiffany’s to life with luxury collection

Products

Behind the scenes of OK Go’s ‘Obsession’

Fashion

The North Face combines daydreams and free skiing stunts in a mesmerising film

Fashion

Nike is fighting bots with augmented reality

Centre News

"The only way is up" - John Ford writes for Mumbrella

Fashion

Fashion house Yves Saint Laurent opens a museum in Marrakech

Transport

Volkswagen explores the father/son relationship in an emotional film

Technology

Meet Norman, a WebVR tool for doodling in space

Centre News

“Give Dove a break” - John Ford speaks to CMO magazine

Food & Beverage

Guinness saddles up Compton Cowboys for latest Made of More film

Products

Minimalist Japanese brand Muji expands empire with fresh food market

Technology

Teenage Engineering

Technology

A forest where gods live

Fashion

Louis Vuitton teams with Supreme for ultimate brand collaboration

Technology

Technological Nature

Technology

Playful Palette

Fashion

Nike creates graphic feast for Air Max

Transport

Volvo returns to safety positioning in masterpiece film for the new XC6O

Products

Ikea to employ Syrian refugees in social sustainability project

Technology

Screens of the future

Technology

Apple’s extravagant new campus brings brand values to life

Products

Transformative Appetite

Products

Dove launches Real Beauty Productions to tell stories of real women

Technology

Rapid Liquid Printing

Lifestyle

The brands coming out to support the LGBT community

Media & Entertainment

Abstract. The Art of Design

Retail

Target creates mini-musical spectacular for Christmas

Transport

Nissan creates mobile workspace

Lifestyle

Lincoln Motor Company taps Annie Leibovitz for campaign

Products

Braun creates hypnotic installation for London Design Week

Transport

BMW Films returns with an explosive short film

Fashion

Adidas Republic of Sports launches in China

Technology

Convert the world around you to Pantone with the new Pantone App

Experiences

Moleskine opens a cafe for creatives

Media & Entertainment

We're the Superhumans: Channel 4 returns with film series

Fashion

Activewear brand Lululemon expands into beer

Food & Beverage

Tiger Beer launches NYC pop-up store to showcase best of Asia

Products

P&G rolls out strong film in ongoing Thank You, Mom campaign

Products

Ikea launches brand collaborations

Fashion

Adidas creates sustainable shoes made from ocean plastics

Lifestyle

Google launches 360-degree interactive animated short film

Food & Beverage

Coca-Cola makes music with W Hotels

Finance

Save The Children returns with harrowing refugee film

Fashion

COS creates "show-stopping" installation

Fashion

Uniqlo aims for Utopia with flagship store relaunch

Food & Beverage

McDonald's transforms Happy Meal toy into VR experience

Technology

Samsung launches immersive brand experience store

Media & Entertainment

Lo and Behold: Netscout launches branded film at Sundance Film Festival

Fashion

Burberry teams with Apple to launch dedicated Music channel

Technology

Apple Watch creates blooming installation at Selfridges

Fashion

Nike targets women with luxury workout experience

Art & Design

HSBC soars in stunning elevator film

Hospitality

The Four Seasons Jet is the ultimate brand experience

Fashion

Savage Beauty: Iconic Alexander McQueen honoured in exhibition

Technology

Samsung film is a beautiful tribute to the power of technology

Fashion

Converse creates global exhibition to celebrate iconic shoe

Fashion

Leica and Moncler create Monumental exhibition

Technology

Wind Mobile celebrates human connections

Products

Lego targets architects with new product range

Products

GE revives iconic Moon Boot to celebrate role

Fashion

Nike's ‘Phenomenal’ World Cup experience

Fashion

Louis Vuitton Museum: a new level of branded art

Media & Entertainment

GQ to groom men with branded barbershop

Transport

BMW's iconic Art Cars Project launches global tour

Food & Beverage

Chipotle turns to literature in new project

Food & Beverage

Cornetto spreads the love with film series

Food & Beverage

Stella hits high note with Chalice Symphony

Finance

NRMA opens Crashed Car Showroom

Technology

Intel urges audiences to 'look inside' in film series

Fashion

Net-A-Porter launches glossy print magazine

Products

The Lego Movie hits cinemas worldwide

Food & Beverage

Guinness creates short film 'The Sapeurs'

Products

Dom Perignon and Jeff Koons create art

Fashion

Patagonia film celebrates the stories we wear

Food & Beverage

Chipotle wages war on Big Food

Technology

AT&T's brutal new film to stop texting and driving

Transport

BA tugs the heartstrings with Visit Mum film

Transport

Leave the world behind with Volvo

Technology

IBM & The World's Smallest Film

Fashion

Burberry merges digital and physical worlds

Lifestyle

Iconic landmark is on song with The Ship Song

Media & Entertainment

Bond's Skyfall is ultimate branded entertainment

Lifestyle

Red Bull goes Stratospheric

Transport

Audi showcases the future in Spheres

Technology

AT&T unveils transmedia experience Daybreak

Products

Google experiments with art and science

Technology

GE asks Australians for Two Words

Food & Beverage

Coca-Cola Moves to the Beat of London

THE ONE CENTRE

Level 3, 75 Pitt St
Sydney NSW 2000
Australia
hello@theonecentre.com


Back to top

Terms & Conditions   Privacy

THE ONE CENTRE

Level 3, 75 Pitt St
Sydney NSW 2000
Australia
hello@theonecentre.com

https://RealFootballData.com/

https://dhanlaxmimedicos.com/

https://savan777.com/

https://totomapis.com/

https://linksguru.net/

https://cancer-forums.org/

https://defunctonline.com/

https://gashtonline.com/

https://epelayanan.id/

https://allas.id/

https://programhamil.id/

https://heylink.me/ohtogelvip/

https://petperspective.org/

https://medexpresshop.com/

https://desabodag.id/

https://techking.id/

https://postpa.id/

https://beritasumsel.id/

https://tkskemnaker.id/

https://guruproperty.id/

https://inewssurabaya.id/

https://infofranchise.id/

https://ProMedIs.id/

https://vimaxasli.id/

https://peace-hand.net/

https://glofulskinserum.net/

https://primaloriginoils.com/

https://cancundepot.com/

https://totomapis.com/

https://MedExpressHop.com/

https://mutjar.com/

https://PetPerspective.org/

https://19216811.id/

https://sindromediwilliams.com/

https://pengirimanmurah.id/

https://omafoorumi.net/

https://obatherpesalami.id/

https://myrepublic-bandung.id/

https://enjoy-cinema.com/

https://ekafarm.id/

https://doctorjon.id/

https://damaiku.id/

https://CreativeKorea.id/

https://ClimateDiplomacyWeek.id/

https://aradcp.com/

https://smartkapp.id/

https://centralneuralsystem.com/

https://howmanyfrogs.com/

https://jshortcodes.com/

https://activeideas.net/

https://aqibsoftechindia.com/

https://ezinecrow.com/

https://cmsturk.net/

https://firectory.com/

https://foxrunsoftware.net/

https://viethak.com/

https://gogrumogru.com/

https://caefeletronics.com.br/

https://jasashutterstock.id/

https://jellygamat.id/

https://maxine.id/

https://iprednisone.com/

https://learn-javascript-tutorial.com/

https://fassbendergallery.com/

https://mederence.com/

https://dhanlaxmimedicos.com/

https://realfootballdata.com/

https://maconeonone.com/

https://bikari.net/

https://mobleo.net/

https://freesozai.org/

https://realcracks.org/

https://dhadisan.id/

https://jakartadentalproject.id/

https://sipetra.id/

https://pkvsakong.id/

https://villabetting.id/

https://alisher.id/

https://bumiayutoday.id/

https://modifications.id/

https://thepbienxanh.com/

https://hyderabadinformation.com

https://wartaboyolali.id/

https://beritasore.id/

https://laporankeuanganpajak.id/

https://aryanakarawacitangerang.id/

https://blogdesa.id/

https://karpetkantor.id/

https://undangandigitalpernikahan.id/

https://yunabeauty.id/

https://dpamedia.id/

https://hondajakartatimur.id/

https://pembaharu.id/

https://peninggibadantiens.id/

https://wisatamurahjogja.id/

https://ibadahkita.id/

https://parimatch-sport.id/

https://juandaberkarya.id/

indosattoto

indosattoto

indosattoto

indosattoto

indosattoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

cahayatoto

cahayatoto

cahayatoto

cahayatoto

sisi368

jualtoto

jualtoto

jualtoto

jualtoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

indosattoto

indosattoto

indosattoto

cahayatoto

cahayatoto

cahayatoto

mineraltoto

mineraltoto

mineraltoto

indosattoto

indosattoto

indosattoto

cahayatoto

cahayatoto

nagihtoto

indosattoto

balaitoto

mineraltoto

cahayatoto

jualtoto

jualtoto

ohtogel

ohtogel

ohtogel

ohtogel

ohtogel

cahayatoto

cahayatoto

indosattoto

mineraltoto

nagihtoto

indosattoto

nagihtoto

indosattoto

BALAITOTO

BALAITOTO

cahayatoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

mineraltoto

indosattoto

indosattoto

indosattoto

indosattoto

nagihtoto

nagihtoto

nagihtoto

nagihtoto

balaitoto

balaitoto

balaitoto

indosattoto

indosattoto

indosattoto

jualtoto

jualtoto

jualtoto

jualtoto

jualtoto

ohtogel

ohtogel

ohtogel