I am not a beer drinker, but my family is packed with pro-beer connoisseurs. These are the guys that know the beer delivery guy by name and get gifts from Budweiser at Christmas. The only way you will lure some of these people into a museum is if you gave free beer away. That is exactly what a museum in Berlin did with an exhibit by Cyprien Gaillard.
The artist made a pyramid out of cases of bottled beer for an art project displayed at the KW Institute for Contemporary Art in Berlin. Each of the blue cubes you see is a case of the imported Turkish beer called Efes. The reason the exhibit would woo most beer fans to the museum is that part of it had to do with letting viewers participate.
In this case, participate means scale the beeramid and drink your fill. The artist says that the idea was to show “Preserving a monument goes hand in hand with destroying it.” You can see one pic of drunkards climbing all over the beeramid and then the final pic with broken glass and cardboard everywhere.
The part that blows my mind is that this was free beer – in Germany and there are unopened cases left – and I don’t see puke anywhere.