These guitars were produced in small quantities as a "Custom Shop" or "Limited Edition" offering before Gibson fully transitioned some ES production to their Memphis facility in 2000. Which gave this guitar is nick name "Beale Street Blue" 335 due to it having the same specs and colour way as the offical Beale Street Blue 335 which has gold hardware and was made in Memphis. 

Gibson released these to show case what a modern ES-335 could look like and really wanted to add some little out there special touches too. Like having that transparent blue finish over the top of the figured maple top, which really showcases the grain and giving it a depth that many standard finishes lack. Adding a black blinding to instead of your standard white, which continues to the back of the neck. Ebony board with block inlays only seen on high end 335 models.