Pabst x Monster Children
1700 Naud: An Event Space in DTLA
360 Partnership
Experiential
Full Service Creative
Brief
Building community is central to the Pabst Brewing brand strategy. Rather than sponsor a bunch of small events around their key market of Los Angeles, they wanted to create a brand house that would reflect the PBR brand and be attractive to the arts, music, and various lifestyle categories in an organic way that would feel more like a DIY warehouse space than a Coachella sponsored event.
The Work
Monster Children presented the Pabst executive team with 1700 Naud: an event space centrally located just outside Chinatown. MC would handle all aspects of production, direction, execution, content production, design, fabrication, etc. This included finding the building, gutting the warehouse, redesigning it, and working with contractors to retrofit the space for both office and event purposes, as well as curating and operating close to 100 free-to-attend events over the course of 2.5 years. Notable musical performances include intimate sets with: Cat Power, Allah-Las, Starcrawler, Drugdealer, Wavves, White Reaper, The Growlers, and many more. We shot music videos for the likes of Travis Barker. We threw art shows with people like Mark Gonzales, Deaton Chris Anthony, Porous Walker, and Todd Francis. We partnered with Julian Casablancas to host a pop-up space for his label, Cult Records. We held private world-class sushi parties, Oscar award winning documentary screenings with Q&As, and so much more. Anyone who showed up will remember Naud as being the most memorable space in LA. Best of all, every event was free to attend.
The Deliverables
100+ art shows, live music shows, murals, community talks, brand parties & good times.
Results
Too many to count.
*Notable guests include: Mac Demarco, Cat Power, Keith Hufnagel, Atiba Jefferson, Eric Koston, Starcrawler, Jamie Lee Curtis, Dane Reynolds, Austyn Gillette, Growlers, Drugdealer, Wavves, Evan Mock, Alden Caleb Ehrenreich, Shephard Fairey, Mark Gonzales.
01.
MC x PBR Present:
at 1700 naud.
As a response to the temporary closing of art galleries during Covid, we launched Blue Ribbon Studios (BRS) — a series of initiatives aimed at supporting artists through a program of artist residencies, virtual art shows and an ambitious commission plan engaging hundreds of artists around the country. All run out of Naud.
IN RESIDENCE
Artist Residencies & Virtual Art Shows With:
Luke Pelletier + Kristin Liu-Wong, Bosco, Shit Art Club, Wizard of Barge + Crocodile Jackson, Cory Jones.
“The launch of Blue Ribbon Studios will allow us to continue our mission to help curate, support, and provide a platform for the next generation of artists. Our goal is to showcase and build our brand through this partnership with Monster Children by supporting artists that reflect the culture of Pabst Blue Ribbon.”
– Andrew Heard, Brand Manager of Culture for PBR.
02.
COAST TO COAST
We engaged over 50 artists to turn BRS wooden coasters into one-of-one pieces of art. All coasters were presented online and via social media and then auctioned off, where proceeds went to Inner City Arts, a nonprofit providing quality arts instruction for students from underserved communities.
03.
A series of artist workshops broadcasted live every Wednesday to encourage a sense of community throughout COVID, and to offer helpful tips and access to professional artists.
04.
PBR Art Can Mural
We invited Zack Rosebrugh, the winner of PBR’s annual Art Can contest, to 1700 Naud for the opportunity to paint a large scale mural for Blue Ribbon Studios — reinforcing Pabst’s mission to support artists around the country.