Grolsch commissioned design agency Coley Porter Bell to refit and decorate an Airstream, the aluminium-clad caravan of the 1940s, to reflect Grolsch's innovative and independent spirit.
After an extensive creative planning process, the team hit on the idea of making the entire interior magnetic and employing the power of magnets to create a variable, modular environment that guests are invited to reconfigure so that it bests reflects their true character. Each element inside the Airstream - from the lights and shelving, to the curtains, headboard and clothes hangers - can be repositioned by guests as they like so that no two overnight stays need ever be the same in the Grolsch caravan.
Accents taken from the Grolsch swing-top bottle - such as the trademark red-and-white cap and curved wire closure - have been subtly included in the overall design scheme. Guests will be encouraged to record their dreams in an embossed “dream book” to share with other caravanners, while a life-size “pin wall” will separate the sleeping area from the lounge, the pin wall can be manipulated into endless 3D sculptures, including silhouettes of the Airstream occupants.
In order to bring the beauty of the Elgin Valley inside, a 360° photograph of the natural surroundings will be printed onto a roll of magnetic wallpaper and precision-cut into puzzle pieces that guests will be able to build.
The Airstream will be one of 10 vintage trailers comprising the park: a nostalgic camping holiday of yesteryear brought to life with a contemporary twist and modern-day luxuries set on a private farm in Elgin, 40 minutes from Cape Town.
Following the success of their urban trailer park atop the Grand Daddy Hotel in Cape Town, the group invited Grolsch to take part, a natural fit for a beer brand that is a strong supporter of contemporary art and design.
“We believe that there is a strong synergy between the Mac Daddy Project and Grolsch's commitment to supporting local creativity and design,” said Mashinka Fourie, marketing manager for Grolsch and Pilsner Urquell. “Both are exciting, strong, playful brands that attract people who enjoy experiencing new ventures.
“Being part of an unfolding design process in collaboration with Coley Porter Bell has been an exciting journey - one that has highlighted and explored Groslch's position in the design world and has continued to strengthen our connection to contemporary South African art that we are fostering through our sponsorship of Design Indaba and the Joburg Art Fair,” Fourie continued.
Members of the public were allowed a sneak preview of the 10 trailers as artists and craftsmen transform their empty shells at an exhibition held in Cape Town on 1 May. Visitors were encouraged to use magnetic letters to come up with a name for the new Grolsch Airstream. If any of the proposed monikers are used, its creator will win a weekend away in the Grolsch caravan.
For more information on Grolsch, go to www.the-mark.org. Follow Grolsch on Twitter (Grolschza) or join the Grolsch Facebook group.
