Founded by American architect Andrew Sigfrids, ASIG Design is a multi-disciplinary boutique design firm providing interior design, furniture design and architectural services focusing on the food & beverage industry. ASIG Design has continuous working relationships with large companies like Starbucks, ABInbev and Li&Fung as well as smaller companies like Lanna Coffee, Yershari and many more.
ABInbev’s continued dominance in the global beer market has expanded in to China’s lucrative and growing craft segment where they recently acquired local mainstay Kaiba with plans to revamp it in order to further appeal to the curious local market. ABI hired hired both IDEO and ASIG Design to give the brand a facelift, which resulted in a concept centered around supporting curiosities around craft beer discovering one’s self.
The brand’s Dingxi Road location was the first of three renovations finished and it focuses on an open bar and a range of seating experiences that supports a communal experience. The tap wall is king is the space and has been simplified to a glossly black ceramic tile pattern set behind customized tap handles splashed with a range of colors that represents different beers within a new innovative beer tasting system. Raw, hot rolled steel highlights, traditional Chinese brick and reclaimed elm wood creating a background for comfortable furniture also sprinkled in matching colors.