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ASIG Design

Boutique Agency | Shanghai

Kaiba Dingxi

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.

ABInbev继续在全球啤酒市场的主导地位已经扩展到中国的丰厚和生长工艺段他们最近收购了当地支柱海马计划改造以进一步吸引好奇的当地市场。ABI聘雇两IDEO和asig设计给品牌一个改版,导致一个概念为中心周边配套的好奇心在工艺啤酒发现自我。

该品牌的定西路位置是三个装修完成后的第一个,它侧重于一个开放的酒吧和一系列的座位经验,支持一个共同的经验。水龙头墙王空间被简化为黑色瓷砖图案已经有所放在定制的水龙头把手溅满了一系列的颜色,代表着不同的啤酒,在一个新的创新的啤酒品尝系统。原材料、热轧钢材、传统的中国砖和回收的榆木木材为舒适的家具创造了背景,也洒上了匹配的颜色。