On March 1, Blue Moon Brewing Company will collaborate with artist collective Johalla Projects to artfully redefine the Lunar New Moon. On an otherwise moonless night, Blue Moon will present an interactive public art installation that will raise a moon into the sky at the DUMBO Archway in Brooklyn in response to fan retweets.
When anyone 21 or older retweets @BlueMoonBrewCo, the moon installation will rise and Blue Moon Brewing Company will make a $5 donation to Americans for the Arts, the nation’s leading nonprofit organization dedicated to advancing the arts and arts education and home to the Public Art Network. The goal is to raise up to $10,000 on March 1, while raising the moon higher into the sky.
Held in conjunction with the official launch of the @BlueMoonBrewCo Twitter handle, the genesis of the installation is a celebration of public art and is symbolic of the important role fans have played in the success of Blue Moon Brewing Company.
“For nearly 20 years, Blue Moon Brewing Company has been all about our artistic approach to brewing and ‘Artfully Crafted’ beers. Now, Facebook and Twitter give us endless ways to engage our fans, from collaboration brews to this new interpretation of ‘community-created art,'” explains Jovina Young, Blue Moon brand manager. “On March 1, when our fans retweet us, not only will they impact our moon installation, they will help support an important cause—public art. That’s pretty cool.”
The installation was built in collaboration with Chicago-based Johalla Projects and artist Heather Gabel. In addition to the “moon,” the one-night event will feature a large-scale projection of Heather Gabel’s artwork. A limited-edition screen print designed by Gabel will depict complementary imagery and will be offered free to visitors.
“I’ve always drawn inspiration from space and the vast cosmos. The moon’s cycles continually inform my approach to making art,” said artist Heather Gabel. “In the iconic DUMBO Archway, I have the opportunity to use animation and projection alongside the ‘moon’ to construct a dynamic atmosphere, a starlit ballroom, that encourages interaction and engages the viewer as an active participant.”
Upon viewing the installation on March 1, guests 21 and over can visit the Archway Cafe at the base of the Manhattan Bridge, adjacent to the plaza, from 6:00 p.m. until 10:00 p.m. EST. to watch the moon rise and enjoy bites and beverages. No tickets are required, admittance is based on capacity.