Stella Artois Trap begins international tour in Toronto
By Adnews Staff
Belgian beer Stella Artois debuted an out-of-home installation called the Stella Artois Trap in Toronto on Wednesday. The installation, which is located at Avenue Road and Bloor Street, will remain on display for two weeks before being transported to a number of other international cities. The object takes the form of a transparent box five meters high and three and a half meters wide. A glass of beer sits on a pedestal in the middle of the box, surrounded by a variety of moving bars, blades and needles. “The Trap is a visual representation of just how far someone might go to protect the perfect beer, and in turn, the sacrifice someone else would have to make to get it,” said Harvey Carroll, vice-president of marketing at Labatt Breweries of Canada, which sells Stella Artois in this country. “We’re honoured that the Stella Artois Trap is making Toronto its first stop on a worldwide tour.” The concept was developed by Lowe Roche of Toronto. The installation was constructed by Jack Morton Worldwide of London, UK, in conjunction with HBSource.