Blue Moon Brewing Company.  (PRNewsFoto/MillerCoors)

Blue Moon Brewing Co.® To Raise A Moon On A Moonless Night

On Lunar New Moon Fan Retweets Elevate a "Moon" Art Installation and Trigger Donations to Americans for the Arts

Feb 27, 2014, 08:00 ET from MillerCoors

DENVER, Feb. 27, 2014 /PRNewswire/ -- On March 1, Blue Moon Brewing Company will collaborate with artist collective Johalla Projects to artfully redefine the Lunar New Moon. On an otherwise moonless night, Blue Moon will present an interactive public art installation that will raise a moon into the sky at the DUMBO Archway in Brooklyn in response to fan retweets. When anyone 21 or older retweets @BlueMoonBrewCo, the moon installation will rise and Blue Moon Brewing Company will make a $5 donation to Americans for the Arts, the nation's leading nonprofit organization dedicated to advancing the arts and arts education and home to the Public Art Network. The goal is to raise up to $10,000 on March 1, while raising the moon higher into the sky.

(Logo: http://photos.prnewswire.com/prnh/20140227/CG73214LOGO)

Held in conjunction with the official launch of the @BlueMoonBrewCo Twitter handle, the genesis of the installation is a celebration of public art and is symbolic of the important role fans have played in the success of Blue Moon Brewing Company.

"For nearly 20 years, Blue Moon Brewing Company has been all about our artistic approach to brewing and 'Artfully Crafted' beers. Now, Facebook and Twitter give us endless ways to engage our fans, from collaboration brews to this new interpretation of 'community-created art,'" explains Jovina Young, Blue Moon brand manager. "On March 1, when our fans retweet us, not only will they impact our moon installation, they will help support an important cause—public art. That's pretty cool."

The installation was built in collaboration with Chicago-based Johalla Projects and artist Heather Gabel. In addition to the "moon," the one-night event will feature a large-scale projection of Heather Gabel's artwork. A limited-edition screen print designed by Gabel will depict complementary imagery and will be offered free to visitors.

"I've always drawn inspiration from space and the vast cosmos. The moon's cycles continually inform my approach to making art," said artist Heather Gabel. "In the iconic DUMBO Archway, I have the opportunity to use animation and projection alongside the 'moon' to construct a dynamic atmosphere, a starlit ballroom, that encourages interaction and engages the viewer as an active participant." 

Upon viewing the installation on March 1, guests 21 and over can visit the Archway Cafe at the base of the Manhattan Bridge, adjacent to the plaza, from 6:00 p.m. until 10:00 p.m. EST. to watch the moon rise and enjoy bites and beverages. No tickets are required, admittance is based on capacity.

For more information on The Blue Moon Brewing Company, please visit www.BlueMoonBrewingCompany.com, www.Twitter.com/BlueMoonBrewCo, or www.Facebook.com/BlueMoon. For terms and conditions of Blue Moon Brewing Company's donations to Americans for the Arts, please visit http://promorules.com/pl1928.html*.

*No.Purch. Nec. Begins 3/1/14. End 3/1/14. Open only to legal U.S. residents, 21+ years of age. For Terms & Conditions visit http://promorules.com/pl1928.html. Void where prohibited. Maximum donation is $10,000.  Blue Moon Brewing Company will donate $5.00 to Americans for the Arts for each eligible retweet received up to $10,000. Blue Moon Brewing Company does not receive any money from participating retweets. All donations will be made by Blue Moon Brewing Company and not by participants.

About Blue Moon Brewing Company
At Blue Moon Brewing Company, everything we do flows from our artistic approach to brewing. We craft our broad array of beers with flavorful ingredients for an inviting taste, perfect for enjoying the moment with friends. It's been that way since we added our first flavorful twist back in 1995 in Denver, Colo., and that's why we say our beer and everything we do is artfully crafted. More information is available at www.BlueMoonBrewingCompany.com.

About Americans for the Arts
Founded in 1960, Americans for the Arts is the leading nonprofit organization for advancing the arts and arts education in America. From our offices in Washington, D.C. and New York City, we serve more than 150,000 members and stakeholders across the country each year. For over 50 years, Americans for the Arts has been dedicated to representing and serving local communities and creating opportunities for every American to participate in and appreciate all forms of the arts. Americans for the Arts is home to the Public Art Network (PAN). The only national network of its kind in the United States, PAN and its programs serve the diverse community of artists and administrators engaged in public art and efforts to further integrate art and design in our built environment. To learn more, visit us at www.AmericansForTheArts.org or  www.americansforthearts.org/by-topic/public-art.

About Johalla Projects
Johalla Projects was established in the fall of 2009 by Anna Cerniglia as a venue for emerging and mid-career artists. Located in Chicago's West Town neighborhood, Johalla Projects is a collective space collaborating with artists, writers and curators. In addition to presenting exhibitions in its gallery space, Johalla works to organize and execute public art projects in across the country. Every exhibition and project undergoes a thoughtful selection process, assuring that each show presented by Johalla Projects is comprised of the finest contemporary work.  For more information, visit www.JohallaProjects.com

About Artist Heather Gabel
Heather Gabel was born in Windsor, Ontario in 1977. Gabel is moved to create visually fantastic situations that are not based in reality but, rather, that she has imagined. Her work is at once nostalgic and timeless, offering the viewer a unique glimpse into what was, what is, and what could be. Experienced in many mediums, she uses painting, collage, audio visuals and photography in a unique fashion to create iconic images that have a lasting visual impact on viewers.

SOURCE MillerCoors

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