The first thing you should probably know is that Tiger likes to associate with what they call ‘early adopters’. So called as they adopt trends before the likes of you and me even begin to hear or boast we’re onto the next big thing — they don’t even boast, they’re just that cool. You may have even seen them: they flit through East-end market stalls like a butterfly. Now the whole purpose of this trip is to develop, discuss and ensure the relationships and opportunities which ensure Tiger’s association with London’s finest trend-setters long continues. The best way of doing this is to position the Tiger brand in spaces which they frequent, be it galleries or elsewhere.
With our mission statement, Kate and I set out on that arching Hammersmith & City line, juttering along past the horizon to curl round to Liverpool Street. From a seemingly rural Ravenscourt Park, to the slumdog dirtiness of the East End – though it’s worth noting the curious contrast between new London and old. On the one hand you’ve got towering business blocks, sheened in steeping glass; and around their feet crawl the stubborn stain-bricked coffee houses and brick-a-brack shops of old. Tailored suits jostle seam-split leather jackets.
In all this mayhem and grit, Kate and I wound our merry way along the cobbled streets and cracked pavements to meet Terry Guy for Tiger Beer, the founder of Monorex—an umbrella brand name for all sorts of creative industries such as design, advertising, promotions and events—and Street Wars, but more about the latter later.
An amicable chap, he came out from his office and into the street to lead us to a dusty dark bar called Cantaloupe. Johnny Cash serenaded our meeting in the back room, occasionally interrupted by the scuffle of table footballers. We made the nice for a few minutes – Terry was due for a filling that afternoon following some sticky toffee at Claridges a previous night – before settling down to talk shop. He spoke with a reserved excitement, almost an anticipation, of the numerous opportunities coming into bloom for him, specifically that of Street Wars.
Street Wars is a project he set up to incorporate street art into the live performances associated with music; and it does exactly that. Floor-to-ceiling canvases stretch the length of a room, where a timer counts down on the artists as they battle with each other to produce the most punch-packing piece of art they can; all the while live music and DJs keep the crowds moving.
This is an initiative which has taken off in a big way for Terry, and something Tiger were no slouches in jumping to sponsor. Bite was hot on the case in fact, as three years ago we started working with Terry in all manner of activities: from his ongoing relationship with Tiger, to more bespoke projects like creating one-off designer laptop skins for Toshiba. Since those early days he has taken Street Wars to cities around the UK, spreading through Europe, and now has interest in New York (where he is heading later on this week for business meetings) and from other cities throughout the States and Canada. It’s also worth mentioning that Street War’s profile has taken a massive boost following a mentioning on a certain Mr. Kanye West’s blog too.
It’s evolving into a franchise which is spreading like wild fire. One which, of course, Tiger Beer proudly sponsors. Currently Tiger only sponsors the London events, but he spoke of the possibility to cooperate with others. Terry talked of evolving it even further into School Wars: making it available to schools as an arts initiative; Hackney council are already on board. Though of course Tiger Beer’s involvement in that would be left kicking stones outside the school gates.
These are key opportunities for Tiger to position itself with such a brand, and Terry is keen for us to be involved with other projects on his radar too. One such example is a party held at the illustrious V&A Museum, something us Biters are keen to pursue with.
We left Terry with a pocketful of hopes, and headed down to Stolen Space Galleries just off Brick Lane, which is another key design partner Tiger has worked with in recent years. Described on an ‘early adopters’ blog as somewhere which “exhibits the artwork of a genre yet defined,” where “influences from skateboard graphics, graffiti, illustration, comic books and tattoo art prevail in the often controversial work by these infamous and sometimes anonymous artists who’s work embraces the urban environment and aesthetic.” Beth, the blonde-bobbed gallery owner assured us from that cold echoing room, that branding wouldn’t be an issue at any of the exhibitions we sponsor, of which there are a lot this year. Her words echoed round the empty walls where she confirmed that Tiger Beer’s name would hold prominence in a space dominated by art, linking the two worlds in blissful matrimony. In this way, Tiger aims to spread a virus of influence through the trend setters of East London and beyond. Adequate branding ensures that enough people will be seen and associated with the brand, and it is through these means which Tiger can be further linked to the crowd at the forefront of creativity and cool.
It’s a conclusion that holds true to the foundations of what Tiger Beer strives to achieve: a strong relationship with talented creators.
And as that lazy sun set slowly in the west, Kate and I bid a fine farewell to the artistic promises which look to hold Tiger Beer in good stead for coming year. What great promise.