Super Bock Decoration Beer Challenge
Environment / Communication
Super Bock introduced us a new challenge to create a space with a theoretical and practical side in which we could taste and learn about Beer Culture in a fun and captivating way. The target was none other than their own employees.
Will’s solution was to completely transform a room into a bar with a beer décor. In the centre of the room, we designed and built a “Save the Brewer” bar, decorated with materials from the world of beer such as crates, barrels, and burlap bags with raw materials. During the event, 4 essential points were explored as a main approach to beer culture: style, origin, process, and tasting.
The concept of the event was based on the legend that the punishment for creating a bad beer was to drown the brewmaster in his own beer. In this way, the event could be divided into three stages:
- The brewer presents a bad beer. He demonstrates
reduced knowledge and consequently recipe failure.
- New chance for the master! This time, he studies and acquires skills.
- Hands on! He tastes, feels, makes choices, and risks until he succeeds.
So, in the first phase a Quiz on brewing culture was held with the goal to alert the participants that their knowledge needs to be improved. In the second phase, a brief presentation took place in the relaxed atmosphere of the bar in order to learn more. Finally, in the third phase, guests participated in a set of challenges, designed and built especially for the event, exploring the five senses in order to deepen their knowledge.
The outcome? 80 brewmasters, heart and soul!