On Thursday, Dutch brewing brand Heineken announced it has teamed up with crowdfunding platform Indiegogo for its new “BeautifyHollywood” initiative. The company is seeking to raise $20,000 to transform Hollywood Boulevard by using art installations.
Heineken stated it has partnered with Beautify Earth, a nonprofit committed to beautifying communities through unique art installations, to support the “Beautify Hollywood” project and transform the look of Hollywood Boulevard through a series of stunning paintings by young artists, which are inspired by the icons of Hollywood past and present. The company noted that the first 25 paintings were installed on yesterday (October 26th).
Sharing more details about the project, Raul Esquer, Heineken Brand Manager at Heineken USA, explained:
“Hollywood Boulevard has attracted stars, creative professionals and sightseers for decades, but wear and tear over the years has left parts of the famed stretch looking less than glamorous than the rich history it evokes,” said . “We’re supporting amazing projects across the country in an effort to make great cities like Los Angeles even greater, and we’re excited to help Beautify Hollywood restore the look of Hollywood Boulevard to reflect the fame and mystique of the stars who have graced the strip since the early 20th century.”
Jay Marose, project manager at Beautify Earth, added:
“Every year, Hollywood hosts millions of people, hundreds of glamorous premieres and countless creative dreamers,” said Marose, who collaborated with artist and friend Ruben Rojas to bring Beautify Hollywood to life. “Our partnership with Heineken and Indiegogo – along with the support of fans in Los Angeles and beyond – will allow us to revitalize one of the most famous streets in the world in a way that pays tribute to its rich past and sets the stage for an incredible future.”
Those that back the project will receive various rewards, including:
- An original “Love Hollywood” oil painting on canvas by Beautify Hollywood artist Ruben Rojas
- Inclusion of donors’ names in the live art installations allows supporters to literally become a part of the Beautify Hollywood artwork
Heineken noted that select backer may also sponsor an installation, suggesting a subject and working with artists to see it come to life. The campaign is set to close next month.
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