Starting from tonight, “Beck’s Gold Urban Experiences” will be exploring urban ways of customizing reality today. It is sponsored by Beck’s Gold and supposed to reach out to artists and creative people for producing ideas and lots of beautiful content to put the spotlight on interesting approaches and enrich an entertaining discussion within this field.

The campaign will be lasting at least during 2010 and consists of several events and online documentation and interaction. First, there will be three so-called “workspaces” in Berlin, Hamburg and Munich, starting tonight in Berlin. Artists are invited to shape their vision of customizing reality and to present them to an audience which hopefully interacts with the created pieces. The artists, like e.g. Kim Köster, Klub7, Tracknfield or Balestra Berlin create a room filled with pieces which exist, shine or interact with the people. All of the artists have a background of creating art in a modern, reflecting and urban way in a sense of technology and interaction. Tonight, there will be a breadbaking experiment, lifesound recordings and lots of visual approaches to shaping urban environments. Check out some impressions from the preparations:

My role in the campaign is and was to find ways for interaction, preparation and documentation online, including a community for artists, social media profiles like Flickr, YouTube and the Urban Blog urban.becks.de. Together with Silk relations, Coma and the Beck’s team we put together lots of ideas which will become reality in the next 14 months. Follow @becksurban on Twitter to get updates and get the Urban Blog RSS. The blog is curated by Nilzenburger and will feature a ton of writers who will put together their vision of urban reality today.

MyLifestyleblog has a good overview in German about Beck’s Urban Experiences too.