Tiger Beer has launched its second experiential concept store, Tiger Street Den at Dubai's Asian Street Kitchen, located within the Dubai International Airport (DXB). Tiger Street Den looks to bring a curated mix that represents Singapore to an international audience.
In addition to bringing in local food and brews, Tiger Street Den has been designed to be the new home of live music, art and photography, created by talents recruited from the Tiger Roar Collective platform. Kicking off at the launch, Tiger Street Den hosted a live art performance by Singaporean artist group, Tell Your Children.
Recruited from Tiger Beer’s Roar Collective platform, the performance featured live art painting sessions held throughout the day. Visitors who purchased Tiger Beer were also gifted a branded T-shirt with one of three customised designs created by Dubai based artist, JOYA.
Venus Teoh, director of international brands Tiger, Heineken Asia Pacific said following the launch at Jewel Changi Airport in Singapore earlier this year, this new addition in DXB will be the brand's second global lighthouse and a great space for the team to stretch boundaries and uncage creativity.
“As a brand born and brewed in Singapore, we are excited to bring our Tiger Street Den concept from Singapore to its first international location in Dubai, giving visitors from all over the world a taste of Singapore," she added.
Shortly after unveiling 20 limited-edition Tiger District Bottles, the Singapore Tourism Board (STB) and Tiger Beer inked a two-year partnership to promote Singapore through joint marketing activities, committing a total of SG$3.2 million. The partnership covers three key areas – innovative products such as AR effects for Tiger Beer’s District Bottles, creative consumer experiences in Singapore at the global experiential concept store Tiger Street Lab, and globally such as an upcoming pop-up in Tokyo which is set to launch in October; as well as global marketing through joint campaigns in international markets.