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Tiger Trading Co

To launch in New York, Tiger Beer needed to challenge stereotypes of what ‘Made-In-Asia’ means. We went to the heart of Canal Street - a place famous for selling cheap asian goods - and created the Tiger Trading Co, Chinatown’s most exclusive discount store. Instead of disposable trinkets, our store was filled with the best asian art, fashion, tech and design. Only by purchasing a Tiger Beer from partner bars, could people gain entry and receive a voucher for any item in-store. People camped out for up 12 hours just to get inside and the shop sold out every night.

Project Roles
Art Director, Creative Director, Designer, Writer
Marcel Sydney
Design, Experiential
Branded Content, Retail Designs
Project Industries
Advertising, Beer, Beverage, Entertainment
Tiger Trading Co