The brief for this design was to come up with something that will anchor a 200 thousand sqm mixed use development also backing onto the Shanghai New International Expo centre with 10 exhibition halls. “The cook the meet the Brew”, Conceptualized and designed by Marcos Cain, Director/Co-Founder of stickman design in late 2007 finally tasting the product of success February 2011 with “the brew” being a critical piece of the overall concept.
The fun-loving, vibrant local ‘pub’ revolves around the flying brewery, a custom designed and built, three-tier Australian craft brewery for brewing special in-house flavored beers. While it provides a visual backdrop to the bar, it is also a feat of engineering and design, combined in this entirely unique way it creates the pivotal anchor and gathering point for the 200,000sqm mixed use development. The BREW is the first craft brewery in a 5-star hotel group. The boutique brewery is designed with product in mind. The focus is on the process, where patrons are interactively encouraged to taste all of the BREW’s delights. The BREW has launched 6 new beers and one cider into the market to compete with the big brands. Since opening in January 2011, the BREW’s beers have won 2 awards within Asia, including the gold medal at the Asia Beer Awards.
The flow through the space passes semi-private tables with self-service beer taps. Huge stainless steel vats make up a portion of the venue, giving that sense of refined production, reinforcing the delicate art of brewing.
The Brew’s collection of contemporary finishes mixed with rustically reclaimed timber elements creates its relaxed personality. Fresh white Corian interjects into oversized timber logs to form tables, backlit beer bottles stacked within carefully shaped logs to create decorative wall displays and polished Australian coins set into the bar and floor prove to be an eye-catching feature creating the sublime reference of bringing money into the bar.
In order to retain the concept throughout, Stickman were involved with the design of all the branding, naming of the outlets & beers, commercial strategy items including plates, mugs, beer glasses, uniforms, menus and packaging design which includes the beer bottle labels and caps.
Stickman Design pride themselves on detail and in doing so, they custom design many of the highlights from lighting to wall finishes and fixtures. Custom designed features include a specially designed chandelier that doubles as a pint glass rack. Three tiers of glasses refract and reflect light around the space creating fractured ambient light best suited to the venue.