Tiger Beer is renowned for its creative marketing (like Woks of Art) and has long supported artists and designers (like Uncaged). Now it's combined the two in the form of a pop-up retail store in New York City called The Tiger Trading Co. that aims to showcase the work of a new breed of Asian artisans and shift perceptions around quality.
Tiger transformed the shop front of 343 Canal St, an area renowned for its cheap goods, and filled it with high-quality fashion, art, technology and design from over 700 Asian artists. The store took two weeks to build and tt was only open for three days in June but it was hugely popular and the store's goods sold out about an hour after opening each night, which just goes to show the lure of scarcity in retail and the rising popularity of pop-ups.
As Adweek wrote:
To underscore the notion that Asian goods are more than just inexpensive European rip-offs, the floor itself was used as a medium—its 118-square-meter glass surface housed a crammed display of cheap trinkets purchased from other Canal Street stores, a striking contrast to the wares above them.
"The design decision to place cheap, clichéd goods underfoot was key," Dive says. "To see what real Asian design is, you literally had to walk over what Asian design isn't."
Users could get into the store by flashing a Tiger Beer coaster from any bar, although they still faced lines that apparently stretched around the block, with some people camping out for 12 hours.