I think this is a good example of creative co-branding, however, is it too forced and obvious? In other words, what’s there for the people at these events besides free product and art? Is it missing fluidity? Is it borderline sophomoric? Talk among yourselves.

Dazed and Tiger are gearing up for their Chinese New Year’s event in London’s Chinatown

“Chinese New Year in London’s Chinatown next Thursday with Dazed’s series of specially curated film, art, music and photography events. These represents three of the Tiger Lucky 8 events with an additional five events taking place all around the UK. Representing the elements of the Chinese zodiac; Earth, Wood, Metal, Water and Fire, the events have been curated by Josef Valentino, the brains behind the Worthless pop-up exhibition. ‘When Tiger Beer invited me to curate ‘The Tiger Lucky 8’ I was adamant to work with a collection of talent who would revolutionize the way people interacted with Chinese New Year. The end result is a series of diverse and engaging exhibitions that respond intuitively towards the five elements of the Zodiac, whilst also demonstrating a rich breed of talent from across the UK,’ explains Valentino.”