Son Estrella Galicia (the premium beer’s music brand) returned to London’s Hackney venue Paper Dress Vintage for a second time this year for an exciting taste of Spanish nightlife.
Multi media platform DIY magazine were once again pleased to be media partner to the brand working with the Village agency on a multi platform campaign, pre and post the event.
This night was the second in a series of collaborations between SON Estrella Galicia and Paper Dress Vintage – an ongoing cultural exchange intent on bringing Spanish beer culture and musical talent from the UK and Spain together.
Ahead of the event, Victor Mantiñán, Head of Global Music Sponsorship at Estrella Galicia said: “We’re delighted to continue our partnership with Paper Dress Vintage. Passion for beer, positive impact and support for new talent are fundamental axes of the SON Estrella Galicia brand and with Paper Dress’ position at the forefront of promoting emerging artists in London along with their commitment to recycled clothing, passion for beer and positive impact, we’ve found the perfect partner. Since 2009, we’ve supported emerging talent with our SON Estrella Galicia experiences – frequently betting on new artists who end up as headliners.”
The dark, damp November night was quickly eclipsed by the delicious food created by specialist chefs on hand from celebrated London restaurant Tapas Brindisa providing food pairings with Estrella Galicia Cerveza Lager and 1906 Reserva Especial – the bespoke menu was based around positive impact i.e. ‘waste croquetas’ made from ingredients that would otherwise have been thrown out.
Throughout the night, dedicated experts educated attendees about Estrella Galicia’s 1906 range range – with three rare beers available for tasting.
The night’s entertainment kicked off with Spanish indie-pop quartet Melenas captivating the audience with their vivid blend of dream soundscapes; whilst the event also featured DJ sets from Jordan Cook & Oli Paget-Moon (Telegram) and Sophie Landers (Black Doldrums/ Fuzz Records).
The night climaxed with a frenetic set from buzzy UK 6-piece DEADLETTER. Coinciding with the recent release of the band’s acclaimed debut EP ‘Heat’ on SO Records, enigmatic frontman Zac Lawrence had the crowd in the palms of his hands, showcasing their raucous post-punk sensibilities to perfection.
In line with Estrella Galicia´s efforts towards sustainability, the event featured several interactive elements embodying the Reduce, Re-use and Recycle mantra. Attendees were encouraged to bring along old records, CDs and cassettes and trade them in for limited edition, 100% recycled merchandise.
Paper Dress Vintage’s store front was also transformed into a plastics recycling atelier with a team from Fair Enough, with two experts on hand to explain the process to the audience with the result of a stylish drink’s coaster being produced on site made from ground down plastics.
DIY looks forward to helping the brand deliver their unique experiences, supporting their product and music roll out, over 2023.
Pictures: Alex Amorós
Find out more about DIY events and brand partnerships or send your brief to rupert@diymag.com