Wild Lager Discovery is a touring bar and taste experience, made out of two shipping containers, connected by a huge 20m canopy.
One container opens up to create a walk-in bar serving the three Wild Lagers. Decked out in living walls and a huge timber bar etched with a world map. A wild natural soundscape plays.
The second container holds 12 people at a time for a three course immersive tasting. As each beer is brought out, projection-mapped sequences make it seem like one end of the container opens to reveal a different location. The lighting changes colour. Canapés are served along with the lager and an aroma or ingredient to touch and smell. The environment highlights the individual flavours of each beer.
Experience & Spatial Design
Bar & Experience Design
Product & Furniture Design
Presentations & Concepts
Print Ready Artwork
We detailed every nuanced element; from the music playing to the staff uniforms; the scripts and behaviours to the texture of the service ware. Every element works together to enhance the experience, evoke the brand and bring out the qualities of the product. I personally designed the bar and tent, inside and out as well as inside the experience container, following our own sensory briefs.
‘Discovery’ premiered in Amsterdam, before moving to Bilbao and then Madrid. More destinations were planned for the following summer.