Heineken to launch immersive food, art and music pure malt experience

Heineken to launch immersive food, art and music pure malt experience

Heineken Singapore is launching an immersive ‘Maltiverse’ experience that aims to bring consumers on a journey through food, art and music that offers a refreshing dimension powered by its pure malt key ingredient.

From 10 to 19 May 2024, fans above the age of 18 will experience a chef table experience with chef Stefan Kam, the chef de cuisine of GOHO by The Proper Concepts Collective.

Don’t miss: Heineken transforms laundromats into sports bars for the UEFA Champions League

The pure malt-infused dishes includes a ‘Malt Sphere’, ‘Maltiverse Doughnut’, ‘Infinity Malt Duck’ and ‘5D Malt Gelato’. Pure malt was used to elevate the flavour, texture and aroma of the dishes.

For example, the 5D Malt Gelato features five different textures including the aroma of pure malt smoke, crunchy malt crumble, creamy toasted oats and barley gelato, malt salted caramel, and airy puffed malt mix.

Similarly, the ‘Maltiverse Doughnut’ leverages the fermentative power of pure malt with pieces of pulled pork marinated in Heineken beer to bring out its sweetness and tenderness. The dish is then topped off with a layer of puffed and toasted malt to add a crispy texture to the dish.

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The Maltiverse also includes an interactive art installation created by art collective Metamo Industries. Users will be allowed to interact and explore different installations through their pure malt avatar that corresponds to their Heineken of choice such as the Original, Silver and 0.0.

Through a pure malt-powered music maker that extracts real sounds from malt, the Maltiverse transforms these sounds into unique beats for visitors to discover how each ingredient contributes its magic to crafting a perfectly balanced Heineken.

Additionally, fans will have the opportunity to learn the art of the perfect pour from their Draught Masters where they may win exclusive merchandise when they take part in the ‘Star Pour’ challenge.

The Maltiverse is part of Heineken’s global ‘The First Ahhh’ campaign that will be running from 2024 to 2025. The campaign seeks to capture the refreshing first sip of a crisp Heineken no matter one’s geographic location.

Heineken is no stranger to creating experiences for its consumers after it recently partnered South Korean laundromat franchise WashEnjoy to turn 24-hour laundromats into all-night sports bars for fans to watch the UEFA Champions League as it aims to make football more inclusive.

Done in partnership with Publicis Groupe’s LePub, the LaundroMatch campaign was inspired by devoted football fans who wake up at three or four in the morning and want to watch the UEFA Champions League with their friends.

Join us this coming 24 – 25 April for #Content360, a two-day extravaganza centered around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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Images dance together in Vancouver photographer James O’Maras new book and show, Duets

Images dance together in Vancouver photographer James O’Maras new book and show, Duets

The combining of images has interested renowned photographer James O’Mara since he began taking photos

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Vancouver photographer James O’Mara has travelled the world shooting photos of bold subjects, including Bob Dylan, Joni Mitchell, Lionel Messi, James Taylor, Jeff Wall, Andy Warhol, Diana Krall, Elvis Costello, Carole King and Colin James.

O’Mara’s work has been exhibited around the globe, and he is collected internationally.

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An accomplished documentary filmmaker and graphic artist, O’Mara has also created commercial work for some of the world’s top brands.

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Now O’Mara is on home turf launching his latest show and book, both titled Duets. They let him dig into a “lifetime of visual diaries,” and combine two images to create a new story, while offering viewers an invitation to contemplate shared humanity and the connectivity.

Duets the exhibit and book launch is at the Paul Kyle Gallery in Vancouver on April 20.  The exhibit runs through May 18.

Before the event, Postmedia got the busy photographer to answer a few questions.

Q: When did it first come to you to merge two photos together to create the images for Duets.

A: I’ve put together images since I started shooting photography. The old-fashioned contact sheet naturally assembles them into sequences. That has always appealed to me. A few photos can tell a big story. Over the years, I’ve combined fragments, shadows, and abstract shapes in collages but never just two, as I’ve done with Duets.

James O'Mara photographer
Vancouver-based photographer James O’Mara’s new show Duets is on now at the Paul Kyle Gallery in Vancouver. The show runs until May 18. O’Mara has also just released the book Duets. Photo by Kate McBride /James O’Mara

Q: I picture a floor full of prints that you moved around like chess pieces until you found a perfect partner for each print. Is that at all close to how you went about pairing the photos?

A: The Duets book idea started several years ago. I laid out hundreds of postcard-sized prints on a big map table. I started with stand-alone stories I liked. Duets often came from different places and were taken years apart. Some gravitated toward each other immediately because of the elements that both had or didn’t have as a colour story, a composition playing off each other, or simply looking good together. It’s a gut feeling. I ended up with the 64 in the book.

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Q: Did you have any rules when it came to picking photos to combine?

A: Duets work even if you turn them upside down. I’ve chosen to have them a certain way, but if you turn them around, they still have a balance that works. My way of thinking goes back to when I was a kid. Balance was always important to me as I was drawing and painting, and that continued into art school. When I shoot, I compose things in my own way, hopefully a slightly different way from how most people see things. Every person who is making art has their own sense of what works. I have mine. It’s subjective.

Cover of James O'Mara book Duets
Vancouver’s James O’Mara’s new book Duets sees the photographer dig into a “lifetime of visual diaries,” and combine two images to create a new story. Photo by James O’Mara /James O’Mara

Q: What’s your No. 1 tip to an amateur photographer?

A: If I were advising a person pursuing photography today, I would recommend studying painting and drawing. Even if the person can’t paint or draw well, they will learn about the elements that make a piece successful.

Q: How important is travel to you as an artist?

A: People take pictures when they travel because they may never be back there. That’s not my reason for shooting when I travel. I’m turned on by textures and elements that a place might have that we don’t have in everyday life here. I get supercharged when I’m somewhere else. I have to document everything I see and like. I’m constantly shooting. If people want to visit my studio, they have to crawl inside my head.

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Q: Your last book and show, Encounters, celebrated your portrait work. Duets’ focus is more about place. So, what do you prefer, people or places?

A: People in places.

photo from James O'Mara book Duets
Duet No. 1: After midnight, the corner of Rue de Seine and Rue de Buci in Paris. Along via Margutta in Rome. Photo by James O’Mara /James O’Mara

Q: What’s the last thing you took a photo of before answering these questions?

A: The last pictures on my camera are of shadows of people walking and reflections.

Q: Do you always have a camera with you?

A: Having a camera slung over my shoulder is part of my wardrobe. I often don’t use it, but there’s a comfort in knowing that if I want to, it’s there.

James O’Mara Duets exhibition runs April 20 to May 18 (Tuesday to Saturday, 11:30 a.m.-5:30 p.m.) at Paul Kyle Gallery at 4–258 East 1st Ave. (second floor).

Duets book launch and signing on April 20, 1-5:30 p.m.

Dgee@postmedia.com

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‘Las Meninas a San Marco’ (2024). All images courtesy of Contini Art Gallery, shared with permission

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a detail of dark bronze sculpture of a female figure in a public square

a series of dark bronze sculptures of female figures lined up in a public square

a detail of a dark bronze sculpture of a female figure in a public square

a series of dark bronze sculptures of female figures lined up in a public square

a series of dark bronze sculptures of female figures lined up in a public square

Do stories and artists like this matter to you? Become a Colossal Member today and support independent arts publishing for as little as $5 per month. The article 13 Bronze Figures Reinterpreted from Velázquez’s ‘Las Meninas’ Line Up in a Central Venice Plaza appeared first on Colossal.