Książęce IPA climbs up walls

A monumental Książęce IPA mural can already be admired at 8 Jaworzyńska Street in Warsaw. Designed by the winner of the competition for the consumers of the Książęce beer, it is a collage presenting the world of beer – with Książęce IPA playing the lead role.

As any piece of artwork painted or applied on a wall, murals constitute not only decoration but also a type of a hidden message. The Książęce IPA mural “provokes” passers-by with an inviting gesture of the Prince known from the logo – the brand hero acting as a charismatic guide through the world of beer. The competition itself was an invitation to the world of Książęce and an unusual opportunity for the consumers to design the collage, which ultimately has become a part of the urban tissue as an impressive mural.

– The number of submissions and the quality of proposed artworks exceeded our expectations. The winning project was recognized particularly for its interesting and rich collage composition, referring to the sources of the Książęce IPA beer style, meaning the historic English ancestry and new wave American hops – says Maciej Kuś, Książęce Brand Manager, about the competition.

Completed according to the winning design by artists from Good Looking Studio, the mural is a part of Książęce’s visually sophisticated campaign based on the modern art of collage, which has been executed since March this year. The campaign concept is based on travels to places, where particular beer types come from. At the same time, it fits into the rich tradition of urban murals, which have been present in Poland for nearly 70 years.

More information about Książęce’s activities can be found on the website, Facebook and Instagram. The gallery of submitted works is available at https://ksiazece.pl/mural/galeria