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Marz Community Brewing Partners with M1 Interactive for Augmented Reality Music Creation Smartphone App

Marz Community Brewing Partners with M1 Interactive for Augmented Reality Music Creation Smartphone App

Marz Community Brewing in Chicago, Illinois has announced the release of a beer called Techno Noir, which features an extremely interesting label. By partnering with M1 Interactive, a new smartphone app called SamplAR, which will allow drinkers to create electronic music in-app by scanning the Techno Noir beer label. More details from the brewery and M1 are below via press release.


Chicago​, Illinois. -- January 16, 2020:  M1 Interactive, Inc. and Marz Community Brewing Company announced the ​release of the Augmented Reality Beer Can mobile app, named ​SamplAR​ ​to accompany the launch of Tech Noir India Pale Ale. The new brew will be released as a four-pack of 12-ounce cans with four separate interactive AR labels designed by M1 for iOS devices.

M1 Interactive has entered the world of interactive craft beer, through a partnership with Chicago’s renowned Marz Community Brewing Company. M1 is lending their unique talents with AR technology to offer craft beer and music aficionados something special with the launch of Marz’s Tech Noir India Pale Ale. See the video of SamplAR in action HERE.

The SamplAR app brings the Tech Noir IPA can to life. Beer drinkers can mix beats and synth riffs via augmented reality tracking technology. M1 promises an intuitive interface to create groovy music by playing looping samples. Once you download the SamplAR app, you simply hold your smartphone up to one of the Tech Noir cans, while the SamplAR looks for specific images embedded within the label. Each of the four can designs has three unique, interactive panels. Each panel plays an audio sample.

From M1 president, Brian Dressel: “I came up with this idea through my love of synthesizers and great beer. My goal was to mix a classic style of a modular synthesizer with a minimalist layout. In designing the cans and sounds, we collaborated with Chicago-based industrial music pioneer Jim Marcus. We wanted a wide range of styles within the synthesizer world that both experts and the general public would recognize and vibe with.”

There are four tracks you can mix together which include Drums, Bass, Lead and FX, along with eight different genres to choose from. While enjoying your Tech Noir IPA, you can flex your synth chops by choosing from Techno, Breakbeat, Chillwave, Downtempo, EDM, Tribal, House or Metal and start to jam your way to superstardom.

Hold your phone over several different cans and you can layer the loops together to create a modular composition. Mix and match with 96 samples at your disposal giving countless musical combinations. Before you know it you’ll be selling out stadiums.. or maybe that’s just the beer talking. 

Click here to view and download high res images of the cans and SamplAR in action. Images also shown on page 3. Use your camera to scan this QR code to download SamplAR or click here.​ 

About M1 Interactive

M1 Interactive was founded in 2005 and is a collective of designers, programmers, thinkers and makers with a passion for engaging digital storytelling. Besides Augmented Reality experiences, M1 develops branding strategies and designs immersive, interactive environments for brands such as Coca Cola, Motorola, the NFL, Warner Bros, Marvel, Lionsgate, Jordan, Siemens, Nike and many more. Visit m1interactive.com for more info.​              

About Marz Community Brewing Company

Founded in 2014 on the premise that the art, culture, food, and liquid we were drinking and enjoying would also be enjoyed by others, we created Marz as a platform for ongoing experimental collaboration—in the beers we were brewing and with the culture of the city as well. The brewery showcases the myriad talents of our team of brewers, artists, musicians, designers, weirdos, and collaborators—the very Community that helps make Marz what it is.

Marz brews on a 15-barrel brewhouse designed to make small batches of handcrafted beer and other delicious liquids, such as kombucha, coffee, tea, shrub sodas, and house-made seltzers. Visit the Marz site for more info.