UO Fashion Night 2006, Show Peter Pilotto © Duerr/Ruzicka/Avraham
In 2005 the Ottakringer Brauerei AG launched its beer product line, UO Urban Ottakringer, with the aim of establishing it in the high-class lifestyle sector. Between 2005 and 2007 and in collaboration with Andreas Lackner (perfectprops), Unit F büro für mode arranged the collaboration between the Austrian designers Wendy&Jim, Petar Petrov and Peter Pilotto and the Ottakringer Brauerei AG.
The designers each designed a UO Collection (The collection for the beer) which was shown as part of the UO Fashion Night at Kunsthalle Wien (Wendy&Jim, 2005) and in the years to follow as part of the festival for fashion & photography at the Austrian Academy of Sciences (Petar Petrov, 2006) and at Messe Wien (Peter Pilotto, 2007).
For the Ottakringer Brauerei and its product, this fusion of contemporary fashion and design-conscious product resulted in a high brand value which the image of the beer brand can gain a sustained benefit from while, at the same time, reaching a broad lifestyle-conscious audience.
PlaceVienna: KUNSTHALLE wien (2005), Auditorium of the Austrian Academy of Science (2006), Reed Exhibitions Messe Wien (2007)