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Celebrating its 30th anniversary in 2016, Kirin Beer's "Heartland Beer" was born as the house beer for the "Beer Hall Heartland," which opened in Roppongi in 1986.
The beer hall itself was created by renovating a Western-style mansion originally built as a study by Rokichiro Masujima, a pioneer of the Japanese legal profession, within what is now the Mouri Garden in Roppongi Hills. It thrived until its closure in 1990.
Ahead of next year's 30th anniversary, the company launched the art project "SLICE OF HEARTLAND" starting September 29th. It involves installing one-of-a-kind posters, featuring the product's symbolic design motif of a single large tree, in 100 restaurants and bars.
Back then, the beer hall implemented art projects, such as displaying hand-printed posters and exhibiting works by numerous artists. This time, the project was conceived as an homage to those efforts and embodies the belief that "restaurants serving Heartland are the true stars."
The giant tree was rendered in 3D and sliced into 100 sections from root to crown. Based on this data, an illustrator created 100 original artworks that were then turned into posters. These posters are displayed at 100 establishments serving Heartland, primarily in Tokyo. The project website ( http://sliceof.heartland.jp/ ) features a special movie where the 100 posters come together to form a single tree.
■ "Heartland Beer"
"100% Malt, 100% Aroma Hops Draft Beer"
The logo design is by internationally acclaimed creator Rei Yoshimura. It is based on a landscape of the Illinois grain belt painted by New York artist Rajer Nelson. The bottle was inspired by embossed bottles found in a 200-300-year-old European shipwreck off the coast of New York. Emerald green was used for the bottle color for the first time in Japan.
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