Red Stripe’s “Make Music in the Corner Shop” project transforms an ordinary shop into an all-singing, all dancing musical masterpiece - bringing a slice of Jamaica to London.
An ordinary looking East London corner shop was hacked to play a familiar tune whenever anyone picked up a Red Stripe, much to the surprise of shoppers.
Locals of Dalston's Kingsland High Street were pleasantly surprised when a slice of Jamaica was brought to their supermarket with a rendition of Dandy Livingstone's "A Message to You, Rudy" - famously covered in 1979 by The Specials.
The shop was radically transformed overnight so that items left scattered around the store like boxes and brooms got lives of their own and products on shelves became unlikely instruments, including food can xylophones, Pot Noodle maracas and bottle trumpets.
Stink Digital and KK Outlet, London, worked alongside creative technologists Hirsch&Mann and Technology Will Save Us to install the unusual Make Music ensemble. They used ten hidden cameras to capture the reactions of customers, while 750 metres of cable and 12 metres of LED lights were used to create the experience.
"Red Stripe has a reputation for making creative and original stuff and this project is truly unexpected,” said Stink director Greg Brunkalla. “As a director, it’s the type of challenge I'm always looking for. It allows the team and me to roll up our sleeves, get creative and make an experience that’s tactile, that exists in the real world.
“The thinking behind the way we’re filming this is that we want to try and capture from as many angles as possible, being the least obtrusive to the experience. We’re working with real people so some of the challenges we have is just not knowing what’s going to happen. We could literally have somebody walk up and take down one of devices that looks like it’s just a regular bottle on a shelf.”
Video: Red Stripe "Make Music in the Corner Shop"
Video: Behind the scenes of Red Stripe "Make Music in the Corner Shop"