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Stella Artois readies Together Apart Street Art promotion

Beer brand Stella Artois has begun a promotion is collaboration with the Montreal-based Mural Festival. The initiative is part of a larger international promotion that will take place in major cities this summer to promote social distancing during the COVID-19 pandemic. On Aug. 13, Stella Artois and the festival will launch “Together Apart Street Art,” described as a large-scale outdoor installation on a closed section of Saint-Laurent Boulevard that will create safe social spaces using shapes, lines and colours. The piece will be created by Montreal artist Francorama. The installation will also incorporate a 140-foot-long Stella Artois Terrace operated by the SuWu and Warehouse restaurants. The large artwork will be accompanied by smaller pieces that will be placed in local bars and restaurants. The promotion will run until Aug. 23.

“Supporting the local hospitality industry has been a part of our mission since day one of the country-wide lockdown,” says Todd Allen, vice-president of marketing at parent company Labatt Breweries of Canada. “Now that we are finally able to reconnect with friends over a beer at our favourite restaurants and bars, Stella Artois aims to facilitate these social moments in a safe and responsible way.”

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