“For centuries, bartenders around the world have considered the perfect Stella Artois and art form. Now, artists in New York are proving it.”

As a semi-Belgian I practically grew up with Stella Artois and I’ve been following the way they’re taking the “wife beater” to a new international level step by step.

Now the following project, named “The Ritual Project“, is taking place near Crosby & Broome SoHo (NYC). The concept is rather simple and given right of the start as an introduction on the site.

Stella Artois is crafted with centuries of brewing tradition. But there is an equally rich tradition in how the beer is served. To celebrate this, Stella Artois commissioned a group of New York City painters to bring the pouring ritual to life high above the city streets. Step by step, they are painting the perfect pint.

The result is an outdoor time-lapse which will take over three weeks to finish. At the end of all the hard labour, the time lapse should showcase each of nine laborious steps behind the perfect glass of Stella.

Days 1-4 from The Ritual Project on Vimeo.

Making green from The Ritual Project on Vimeo.

Perfect gold from The Ritual Project on Vimeo.

On the wall from The Ritual Project on Vimeo.

Long way down from The Ritual Project on Vimeo.

Can’t wait to see the end result as I recon it is going to blow us away just as the Sony Bravia ads have in the passed. By the way, bare in mind that somewhere there’s a mad man that sold Stella on the idea of this. (wonder how many Stella’s they had to drink to get so far ) In the meantime I embedded every clip I could find here, but there is more. Defintely check the project journal as its got some great photos & anecdotes of the entire process. An inspiration for advertisers across the globe don’t you think?! Out.

Tagged: new york, painters, soho, stella artois, the ritual project