Stella Artois : The Ritual Project

The ritual becomes a spectacle

Published On
Nov 23, 2009

Editor's Pick

Stella Artois and Mother New York have commissioned a group of New York painters to create an outdoor spectacle of the brand's "pouring ritual."

Over 21 days, the painters will hand-paint a 20 by 50 foot poster on the side of a building in SoHo, creating a stop-frame animation of the pour. Spectators can view the work unfolding through vintage viewfinders on site.

The Ritual Project, which will include time-lapse film footagephotos to interviews with the painters, will be brought to life as a short project documentary.