The event is part of the brand’s Urbeck’s project, which promotes cultural exchange between music, art, performance and technology scenes.
Beck’s will promote the last event of the reference house of electronic parties, Love Story.
In 2021, the one known as “Casa de todos das Casas” announced its closure and announced a renovation for a new venture in the place, but before locking the doors, electronic music lovers will have one last opportunity to go to the place.
“We know that Love Story is an icon of São Paulo, considered the home of all houses, a landmark for São Paulo nightlife and electronic music. We want to celebrate the end of this phase with the occupation and celebration that the space deserves”, said Giulia Damasco, Marketing Manager of Beck’s in São Paulo.
Among the attractions for the event are the DJs: Eli Iwasa, Carola, Sterium, From House To Disco and Deekapz. In addition, Beck’s made some changes to the location, such as adding a key to the front of the place and installing green beams of lights at the entrance to the house.
The interior ambience, such as stairs, lights and the DJ stage, were adapted to connect with the brand, but without losing or misconfiguring the symbols of the old nightclub.
Considered an Urbex space, as it is an abandoned place in downtown São Paulo, the brand included the house in the Urbeck’s itinerary, a project created in collaboration with the Beck’s community to awaken unexplored places in different cities, promoting cultural exchange between scenes of music, art, performance and technology.
