Stripping a building back to basics to house the rebellious brewer
Brand Strategy | Interior Design
BrewDog is a worldwide phenomenon. The rebel brand that spearheaded the renaissance of craft beer never sleeps; it constantly pushes at the boundaries of what's possible. For its next-generation bars we faced a fundamental truth: the BrewDog bar is just a means to an end – somewhere to spread the craft-beer gospel.
For inspiration we returned to the gritty, bear-it-all anarchitecture movement of 1970s New York. We stripped our Leeds venue to its shell, then lashed together the BrewDog fixtures and fittings from contrasting utilitarian materials. In this raw environment, BrewDog's restless nature really gets to you. The craft-beer word is out.