Billed as "the worldʼs biggest cultural commissioning program",
the Beck's Green Box Project is a three-year, international
initiative designed to explore the potential of augmented reality
as a platform for stimulating and disseminating contemporary
To kick the project off, Beck's located 30 of the titular green
boxes (augmented reality enabled sculptures designed by artist
Jason Bruges) in cities around the world, then invited 30 artists
covering a whole spectrum of disciplines to create film-based
artworks to be curated within each box. The result? Nothing less
than the world's first augmented reality gallery, the contents of
which can be viewed by downloading the Beckʼs Augmented Reality
If the technology sounds mind-boggling, the aim is simple: to
encourage hundreds of artists to commission their own 'green box'
which, over the next three years, will be judged by a pair of
illustrious Keyholders: Grammy award-winning producer Sam Spiegel
and photographer Nick Knight.
When Because heard that New York-based jewellery designer and
artist Bijules (aka Jules Kim) was one of the select group of
creatives chosen to inaugurate the project, we tracked her down
poste haste in order to learn more about Connau - Kim's
gorgeously golden contribution to the project.
Because: What appealed to you about the Green Box
Bijules: I've never created an augmented reality concept
before! Being an artist and working in diverse product offerings is
great fun. Also, new and different constraints exercise my design
capabilities. The Bijules brand identity is based on fuelling
culture in ways that a "normal" jewellery brand would never try to
achieve. I've made fashion films, created exclusive editorials,
collaborated with established brands and artists, and now, forged
an augmented reality experience.
Because: What were the challenges and rewards of
working on the Green Box Project?
Bijules: In order to be the best one can be, one must
always stretch one's own limits and take risks. This project
enabled me to do that. I was initially worried that since I'd never
created an animation it would be a feat, but I partnered with a
Because: What was the genesis of your idea and what
do you hope to convey or evoke through your work?
Bijules: My "Connau" concept was birthed from always mixing
irony with beauty. Based on the location of the green box itself,
Highland and Hollywood (home of the Walk of Fame and the Academy
Awards Theater) I was tempted to breathe a golden juxtaposition
from New York to Los Angeles. Gold equals riches but it's a
statement for me to make fun of instant celebrity. I consider
myself a modern alchemist. In theory, everything I touch turns to
gold in concept or material!
Because: Can you elaborate a bit on the story and
Bijules: The word "connau" is a bilingual word play on
"connu" which means "known for" and "Au" is the periodic symbol for
gold. I want to be known for making beauty in gold. I also wanted
this project to represent discovery of the unknown. The visuals
show me exhaling and inhaling a black smoke into an otherwise
non-living thing; a balloon. It's a story about breathing life into
a concept and making it live on its own.
Because: Tell us a bit more about that jewellery you
showcase in the film.
Bijules: I'm a jewellery designer and have been creating
original concepts for eight years now. I'm responsible for the
iconic fashion jewellery shapes known as the "bar ring" and the
"nail ring" which I alter and vary each season to constantly fuel
the merging of the fashion world with the art and luxury jewellery
Because: You say in your introduction to the piece
that you are 'redefining fashion standards'. What do you mean by
Bijules: Standards are defined by genre, form, and general
acceptance. My work seeks to redefine these accepted notions which
have stood through time. In my world, the ring is not meant for
just one finger, but seen to cross an entire finger, climb the
knuckle, hug a nail bed, and scrape a hand. In order to create
culture one must be responsible for the world one creates and
really own it. I'm known for creating bizarre and outlandish shapes
in jewellery. That's why those who look for concepts outside of the
mainstream seek my viewpoint.
Because: We're seeing a growing number of directional
jewellery brands using augmented reality to promote and showcase
their work - Boucheron, Garrard and Hannah Martin to name a
few. What do you feel this kind of technology brings to
an experience that has, until now, been very much about physical
interaction with, and the emotional appeal of, the end
Bijules: Jewellery, once again, has existed in a
one-dimensional world for a very long time and it is not until
recently that brands such as those you mention have been able to
exceed these dimensions.
Technology represents an opportunity for us expand our clients'
viewpoints and emotional experiences which, in turn, will enhance
their buying capabilities. Once the client is attracted, it's up to
us to sustain their interest by constantly creating new experiences
for them. Their emotional attachment goes further than the actual
product which serves as a communication tool and as proof that the
client lived through the discovery before they bought into it.
It's crucial to them to be noticed for such a risk in their
style; it's like a wink of approval from the select public who can
identify those choices and risks.
Watch the films here:
Bijules (UK) from Beck's Green Box
Project on Vimeo.
Bijules Green Box App
Demo from Protein® on