Jim Beam’s guitar grabs eyeballs at Underground night club

Jim Beam, the famous liquor brand, recently installed an eye-catching outdoor signage at Underground, for the Hotel Hindustan International night club on AJC Bose Road, Kolkata. Executed by The Mission Xcellence, the guitar has been visually communicated with a new concept for the project. 

Pijush Chowdhury, Director of the The Mission Xcellence shares, “It was decided that we would try to project only the Jim Beam Guitar, and make it as big as possible in the available space to use it as landmark in a few niche locations to promote the brand. Hence, Underground, the HHI night club was chosen by the client and accordingly we designed the backlit Guitar signage with “Underground” having a hallow effect.

The size of the Guitar is approximately 13ft in length and it is manufactured with a combination of acrylic moulding, ACP Routing, laser cut acrylics for smaller details in the Guitar, moulded acrylic and channel letterings for LED lights with special effect of 3M films.

On the execution challenges Chowdhury shares, “We actually treated this more as a development and an experimental project, and hence did not try to restrict ourselves to the available boundary limits. We concentrated on trying to deliver better keeping in mind the changing needs of the client. With this installation our aim is to create an identity for the brand and also develop more such locations as landmark with a big’Jim Beam Guitar’. It took us 12-15 days to complete the project starting from design to execution.

He also adds, “We love experimenting and especially with signage’s, and have done quite a few for other brands as well.  Being in the creative field and in the service industry, challenges are always part of our activities which include logistic, design, production, quality-execution and erection. For any project it has always been our effort to focus more on maintaining quality and commitments, we keep motivating ourselves for the missing “E” at The Mission Xcellence.