Delcinea Lee
The pulsating rhythmic beats, that could be heard streets away from Ann Siang Hill, only served to heighten the awareness and atmosphere of the exclusive Tiger Beer Translate launch party on May 9.
Blessed with good weather, the private party was packed with chattering cliques of invited guests, with no lack of beer, naturally.
Centred on the theme “Energy”, the party was to commemorate the launch of the Tiger Translate Museum, where various Asian artists had their one-of-a-kind art
pieces displayed. These creative works are the personal interpretations of the various artists on the said theme and are being showcased in selected stalls at Club Street and Ann Siang Hill till July 9.
Other than a slideshow of art pieces being projected against the wall of a building, various pieces were mounted for display along the Ann Siang alleyway. The guests were also were brought around on a tour to view art pieces displayed within nearby stalls such as Asylum, Style: Nordic, Fred Perry, Books Actually and Anthropology.
Kuanth from Malaysia, is one of the many countless artists whose interactive art installations are on display. Constructed from plastic cutouts, the adorable energy-filled figures he created run amok in their frenzied little world. Designed with audience interactivity in mind, a wallpaper with similar faceless figures, is mounted for the public to creatively add their own flavour by drawing expressions onto the faces of these figurines.
Fashioning everything meticulously entirely using paper and paper fans that were bought 
from Chinatown, artist Pixelpastry – who incidentally happens to be the only female artist whose work is being featured, has her art installation exhibited at French bistro Le Carillon de Li?Angelus. Titled ‘Mer-Tiger’, her work is a fusion between the local icon Merlion and a tiger.
To help guests delve into the spirit of the event, they were encouraged to spray paint what used to be blank cardboard cutouts of Tiger bottles that lined the Ann Siang alleyway. Even UrbanWire couldn’t resist leaving our mark on one of these bottles.
Nelson Chan, a participating Hong Kong artist, was quoted on Tiger’s website saying, “What is needed today is a platform which places emphasis on the artists rather than the market, and Tiger Translate is doing just that.”
UrbanWire reckons that the benefits of being a renowned global brand, both financially and socially, will help Tiger promote the arts in Singapore more successfully.
The Tiger Translate Museum is open for viewing from now till 30 June 2008. Museum maps with additional information can be found at partnering outlets, as well as retail shops at Haji Lane, Orchard Heeren, Far East Plaza, and Bugis. Admission is free.