Beck's Gets Even Artsier With Green Door to Nowhere

Last week, Beck's announced it was launching "augmented reality galleries" scattered across a couple of continents—a bunch of green boxes marking locations where people can use their smartphones and tablets to view art commissioned by the brand. While the main campaign is being handled by Mother London, it's apparently unusual and complicated enough to need some extra explaining—even in New York, where everyone is famously savvier than, you know, the rest of the world. Frank Collective, a small Dumbo shop founded in early 2011, is installing several nifty green doors in Brooklyn and downtown Manhattan as part of a meta effort to help drive people to the city's installations.