Marcel Sydney & Tiger Beer Shows New York What “Made in Asia” Really Means

Marcel Sydney & Tiger Beer Shows New York What “Made in Asia” Really Means
SHARE
THIS



New York’s Canal Street is world-renowned for its dollar discount stores, filled floor to ceiling with cheaply made Asian clichés and counterfeit goods.

To celebrate the true craft and creativity of its origins – the streets of Asia – Tiger Beer and Marcel Sydney have repurposed a Canal Street discount store and turned it into a stunning showcase of the best Asian art, fashion, technology and design.

The Tiger Trading Co opened on June 6-9 and was by far the most exclusive Asian discount store New York’s Chinatown has ever seen.

It’s purpose: help New Yorkers discover that made-in-Asia means much more than inexpensive goods and fakes, and prove that Asia is a world leader in design, fashion, technology and creativity.   

Line up

Filled with over 700 products, every item in the Tiger Trading Co was sourced from some of the best artists in Asia, including Felix Tai from Pomch, Douglas Young from Goods of Desire and Kelly Lim of Kllylrck.

And anyone could get access by simply presenting a Tiger Beer coaster from one of several nearby bars.

With queues stretching around the block, and people camping out for up to 12 hours, the store sold out just one hour after opening every night.

Scott Huebscher, ECD of Marcel Sydney said, “Tiger is a premium beer. It’s an authentic, Asian original. But “made in Asia” carries a lot of negative baggage in the US. For our first NY launch, we figured, why not tackle the elephant in the room head on?”

The store, created by Marcel, produced by Will O’Rourke and designed by James Dive of The Glue Society, was built in just two weeks and featured a stunning 118 square meter glass floor filled with stereotypical products sourced from Canal Street itself; a powerful counterpoint to the objects above it. 

“The design decision to place cheap, clichéd goods underfoot was key,” Dive said. “To see what real Asian design is, you literally had to walk over what Asian design isn’t.”

Interior

As they browsed the best Asia had to offer and picked an item of Asian creativity for themselves, patrons could sample ice-cold Tiger Beer and taste authentic street food by a Taiwanese chef and streetfood hawker chef flown in from Singapore.

“New York has the largest Asian population outside of Asia, but most people here don’t see past the cheap goods in Chinatown,” added Mie-Leng Wong, global brand ambassador at Tiger Beer.

“As the number one premium beer in Asia, we wanted to give New Yorkers an unexpected way to explore what Asian quality and creativity is all about. So we’ve invited them to explore and discover the best in contemporary Asia for themselves and reset their perceptions.”

Latest News

Enero Agencies Team Up To Reveal What Makes A Brand Truly Great
  • Marketing

Enero Agencies Team Up To Reveal What Makes A Brand Truly Great

Insight and strategy consultancy The Leading Edge has conducted research into what makes a brand great. In partnership with its sister Enero group agencies Hotwire and Orchard, the report identifies five specific roads that take brands from good to great to greatness. The findings reveal that brands which encompass greatness have five distinct qualities: passionate vision, a sense […]

HP & Planet Ark Help Aussies Face Up To Plastic Pollution With Monster Installation
  • Campaigns

HP & Planet Ark Help Aussies Face Up To Plastic Pollution With Monster Installation

Australia is home to some of the deadliest predators in the world. But nothing has posed a greater threat to our environment and marine life than single-use plastic. A new report by HP and Planet Ark released last week found that Aussies rate marine plastic pollution as their top concern when it comes to environmental […]

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’
  • Media

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’

Ten teams of young creatives will vie for the prestigious Young Spikes Design Competition Award at Spikes Asia 2018, a three-day festival of creativity held between 26-28 September 2018. The competition garnered 123 submissions – the most of any Young Spikes competition – from executives aged 30 and under across the Asia Pacific and Japan. […]

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler
  • Media

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler

Corporate affairs agency Wilkinson Butler is delighted to welcome Nick Albrow to join its board as a director. Albrow joins chairman Peter Wilkinson and managing director Andrew Butler as the business builds on its reputation as one of the leading crisis and issues firms in Australia. Joining in September 2017 as an account director, Albrow has […]

Mastercard Marketing Chief Sarah Pike Exits
  • Marketing

Mastercard Marketing Chief Sarah Pike Exits

Mastercard marketing boss Sarah Pike has exited. Sadly, not via a half-pike somersault with twist, but the actual exit.

by B&T Magazine

B&T Magazine
Adobe Appoints New ANZ Marketing Director
  • Marketing
  • Technology

Adobe Appoints New ANZ Marketing Director

Adobe announces new ANZ marketing 'big cheese' who's set to go by the title of marketing director and not Queen Gouda.

by B&T Magazine

B&T Magazine
Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm
  • Media

Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm

Publicis Media agencies Zenith and Starcom were named a ‘Leader’ and a ‘Strong Performer’, respectively, in The Forrester Wave: Global Media Agencies, Q3 2018. Both agencies were among the select companies that Forrester invited to participate in this evaluation of the media agency landscape. Zenith received the second-highest score in the ‘Strategy’ and ‘Current Offering’ […]