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News
Stella Artois does film noir
An interactive “immersive theatre†experience to promote Stella Artois Black opened in London yesterday.
The world of The Black Diamond is a mix of online experiences and real-life cinema in locations across London.
Running from 3 – 21 July, a few thousand lucky invitees are taking part in an individual experience as part of a classic 1960s film noir come to life. The story will develop simultaneously online to give an interactive perspective for the audience, whether they’ve attended the experience or not.
The Black Diamond, performed by drama group Punchdrunk, is set in 1960s Paris and upon arrival guests are immediately thrown into a lavish party at the home of a diamond cutter named Jacques.
The party is being thrown in honour of his girlfriend, Cecile, to whom Jacques intends to propose during the party.
db will not give too much away about the plot, but anybody who goes is advised to talk to as many people milling around the party as possible in order to piece together what is going on.
Changes in the music seem to act as cues for the next scene to take place. At one point db was asked if he had ever started a fight with a complete stranger before. Sometimes it is difficult to work out who is an actor and who are the guests.
The party scene is played out to a jazzy, but very French, 1960’s soundtrack reverberates across the two-storey venue in Shoreditch, east London.
The performance – or “party†ended rather abruptly and dramatically. The second instalment of the story takes place next week, and db will report back on whatever weirdness ensues in the next part of the story.
James Watson, marketing director of Stella Artois Western Europe, said: “With The Black Diamond, we’re creating a truly unique experience that will give our consumers the chance to step behind the Stella Artois Black brand and become a part of something amazing.
“It promises to be an experience rich with taste and refinement reflecting the distinguishing attributes of Stella Artois Black.â€