Art Hole, a temporary pop-up art gallery from PBR (yeah, a Pabst Blue Ribbon art gallery) opened last night in NoDa. Located at 908 E 35th Street (in the old NoDa Yoga space), the gallery will feature art at accessible price points that, according to PBR Field Marketing Director Rob Reilly, “people in the neighborhood could walk in and buy.”
The grand opening event featured work from 2015 national PBR artists, but Rob says 90% of the other shows will be from local Charlotte artists. The next event on July 24 will feature Will Puckett who is well known around town for his sprawling Charlotte murals.
PBR signed a 5-month lease on the space, underwriting the cost of the gallery so that 100% of proceeds go directly to the artists who sell their work.
Art Hole is part of PBR’s wildly successful nationwide grassroots word-of-mouth “no marketing” marketing campaign that brought the dying brand back to life in the early 2000s. You won’t see them buying up billboards or Super Bowl ad spots. Instead, the company creates brand awareness and loyalty by infiltrating local subculture scenes, particularly among artists.
“It’s an affordable beer,” said Rob, “so it appeals to artists who aren’t making a lot of money yet.”
He says he’s looking forward to seeing if the Art Hole concept thrives in NoDa. If it works, it could open the door for someone to follow up in five months and open a permanent gallery in the Art Hole space.
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