Break free from your own framework ! Heineken Light teams up with art for a dazzling showcase

Consumer Center / Taipei Report

Do you feel like breaking free from conventional frameworks right now ?

Tired of the same old routine ? Want to challenge stereotypes and escape rigid frameworks with the creative works of seven avant-garde, well-known artists ?

The always innovative beer brand Heineken has launched its new product Heineken Light globally and made “Just Bounce” the core message of the product. For this occasion, they specially invited renowned artists such as Xiao Qingyang, Lin Junteng, Li Mingdao, and Wang Jiusi to hold the “BOUNCE / Just Bounce” art exhibition at the Nangang Bottle Cap Factory. This is considered the largest-scale exhibition in Taiwan that combines art with brand spirit. The juxtaposition of the factory’s ruin-like setting with the dynamic creativity of the installations completely upends viewers’ preconceived notions of the “ordinary.”

▲ The multi-layered fluorescent graffiti at the exhibition entrance conveys a sense of “bouncing” rhythm. (Left image / Provided by Heineken, Right image / Photo by Reporter Chen Ziying)

“Life itself can easily fall into frameworks—the framework of work, of thought, or even of society at large.” But if you can always keep the spirit of “Just Bounce” in your heart, you can break free from those constraints and make life different. Throughout the “Bounce / Just Bounce” art exhibition, this spirit is evident everywhere. Right at the entrance, you’ll see artist Reach’s wall graffiti, which uses the structure of the building and multi-layered color variations to create the illusion of light and colors bouncing on the wall—vibrant and captivating.

Inside the exhibition area, a giant transparent beer bottle catches everyone’s eye, and you can even step inside the “bottle” to experience the fun of swaying. Upon inquiry, you’ll learn it’s the masterpiece of designer Xiao Qingyang—an original beer submarine. He said, “Life is like living inside an empty beer bottle; once you’re finished, you get tossed into the sea. Sitting inside the bottle, swaying along with the waves... diving into the ocean, or maybe after a few years finally washing ashore for someone to find me—I’ll slowly tell them the story written inside the bottle.” This is Xiao Qingyang’s first foray into creating three-dimensional works, showcasing his naturally optimistic personality and telling visitors to “shake and bounce together.” Jumping around inside the “beer submarine,” you won’t care what passersby outside think—the only thing that matters is being your true self in that moment.

▲ Xiao Qingyang designed this giant, overturned beer submarine. (Photo / Reporter Chen Ziying)

▲ Come and experience the fun of “bouncing” inside. (Photo / Reporter Chen Ziying)

 　
▲ Designer Lin Junteng combined the concept of a wooden horse with jumping—first led by a colorful wooden horse, then hopping onto a transparent, motion-sensitive little horse, inviting everyone to gallop through streams of light. (Image / Provided by Heineken)

▲ While admiring the artworks, the atmosphere for wine tasting is also elevated. Left image shows Wang Jiusi’s work “Qi,” right image is “Journey to the West Season 'Fairy.’” (Left image / Reporter Chen Ziying; Right image / Provided by Heineken)


▲ Li Mingdao’s work “Bounce to the rhythm of light ! 2013” is another highlight, featuring moving robots and dazzling lights that depict the concept of “motivation to rise and move.” (Image / Provided by Heineken)

“How about a bottle of Heineken Light ?” After viewing these artists’ works, pairing the experience with a bottle of Heineken Light lets you fully grasp the spirit of “Just Bounce.” The friends visiting the exhibition greet each other warmly, chat and laugh lightheartedly, while listening to the rich vocals of rock musicians. In any given moment, through art, music, dance, beer, and the inner desire to “bounce,” the framework of an unchanging life is shattered.

▲ Heineken combines art with the life philosophy of “Just Bounce,” allowing participants to freely enjoy every moment. (Image / Provided by Heineken)

Life can inevitably become mundane, but as long as you maintain the Heineken Light spirit of “Just Bounce,” you can break free from frameworks, escape conventional thoughts and attitudes, and reveal a touch of uniqueness even in everyday life.

▲ Heineken has launched its new Heineken Light, retaining the brand’s distinctive flavor—crisp, smooth, and carefree. (Image / Provided by Heineken)

Heineken Light Official Website :http://www.heineken.com.tw
 Reminder from ETtoday News Cloud : Don’t drink and drive—safety comes first !