Japan’s Prime Brew, Kirin Ichiban brings street art, beer and a slice of old Japan to London’s Brick Lane this week, with the installation of a temporary pop-up Yatai restaurant.

Designed to engage all the senses, the experiential marketing campaign is the result of a collaboration between top London Japanese chefs, artists, short film makers, charities brought together by brand placement agency, Be Communications and experiential field marketing agency, N2O Ltd. 

As well as Kushiage (deep-fried skewer dishes served on bamboo sticks), Kirin beer and the chance to enter the Kirin First Cut Short Film Competition, visitors will have the opportunity to own original, commissioned street art. 

To give the installation the right vibe – Brick Lane attracts art-lovers and creative types – N2O commissioned art collective, Soulful Gallery to produce a series of Japanese urban street art walls. 

People will be able to bid to own one of the original street art wall panels by bidding in a Six-day Silent Auction, which ends on Monday 8 August 2011. 

All the money raised will go to the Japan Society Tohoku Earthquake Relief Fund.  

This experiential marketing campaign shows how powerful a collaborative effort can be. With so many entry points (food, drink, short film competition, art buying) and with some of the funds going to charity it is engaging people on many levels. 

Posted by 

Nicola Carpenter