We admit, we’re totally mystified by the beer industry. Research has shown that women make up a whopping 25% of the beer market. And yet, with rare exception, brewers seem dead set on portraying themselves as testosterone in a bottle, whether it’s hilariously butch packaging or ads extolling the virtues of Swedish bikini volleyball (or, in most cases, some variation on both). Leave it to Denmark, one of the most gender-equal countries in the world, to mount what might be the world’s first truly gender-neutral beer marketing campaign.

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3XN is a major player in Scandinavian architecture, so it's no surprise that they were approached to create a larger-than-life lighting installation for the Bella Sky Hotel in Copenhagen, which will be the region's biggest hotel when it opens on May 16th. The Bella Chandelier boasts 7,000 coolly glowing LED tubes linked in a minimalist pattern that took the best minds in design, science, and technology from 3XN's R&D arm GXN to create. Here's what it'll look like: