19th November 2012 - NEW YORK: Belvedere Vodka, the world's first super premium vodka will be taking over Manhattan's Meatpacking district with an extraordinary art installation in support of (RED)TM and World AIDS Day.
This holiday season, Belvedere Vodka will be transforming the district into an interactive art experience and outdoor nightclub featuring a live, spectacular light show that will illuminate the area in red, 20ft white neon trees and a one-night-only DJ performance from electrofunk DJ duo Chromeo. (BELVEDERE)RED Night Lights has been developed by Belvedere Vodka to help raise awareness around the beginning of the end of AIDS - meaning the virtual elimination of the HIV virus from mothers to their babies and the first AIDS-free generation born by 2015.
New Yorkers, modern art aficionados and music fans will descend on Gansevoort Plaza to be immersed in music and light from every direction whilst watching Chromeo play in a free, outdoor nightclub in the heart of the city as a tribute to (RED)TM. The arched, lit trees that are the centerpiece of the electronic take-over of the meatpacking district, have been developed using the latest parametric designs from Loop, the team behind art collections showcased at the Museum of Modern Art (MoMA) NYC and the Victoria & Albert Museum, London.
The event will also see the unveiling of a 250 liter (BELVEDERE)RED bottle whose red metallic design will tower over the revelers but not cloud the light show. Belvedere's iconic white trees will remain lit in Gansevoort Square until 1st December 2012 (World AIDS Day)
In winter 2011, Belvedere Vodka partnered with (RED) to launch a BELVEDERE (PRODUCT)RED Special Edition bottle to raise proceeds for the Global FundT - among the world's leading financiers of programs to fight HIV/AIDS in Africa. 50% of Belvedere's profits from the global sale of (BELVEDERE)RED will contribute to the Global Fund. In 2011 alone, contributions from the sales of (BELVEDERE)RED provided more than two million days of life-saving HIV/AIDS medicine.
Charles Gibb, President of Belvedere Vodka, says, "Our passion for philanthropy led to the creation of Belvedere (PRODUCT)RED last year and our commitment to helping (RED) achieve the first AIDS-free generation by 2015 has not waivered since. We're really excited about putting this event together and telling the world that we, collectively as a global community, can put an end to mother-to-child transmission of this deadly disease with their support. There's no better time to share this message than on World AIDS Day.'
The event starts on November 29th.