Anheuser Busch Inbev
Retail Concept
F&B & FF&E Direction
Execution Playbook
Merchandise Design
Partner Agency
Love & War

“Op uw gezondheid” doesn’t work in neon…

So we went with “Proost!” instead…

As part of a global repositioning for AB InBev’s flagship wheat beer, I was tasked with developing the Hoegaarden global hospitality concept.

The Hoegaarden Greenhouse drew on classic agricultural cues that disrupt the traditional concept of a beer pub by replacing dark wood and heavy food with lighter tones, fresh food, and living plant-life.

The brand repositioning was inspired by Belgian artist René Magritte so we used “surrealism light” throughout the project – trees growing from the ceilings and whimsical projections throughout – to add elements of surprise without disrupting the classic consumer journey. The concept included everything from architectural  design and FF&E to food and beverage direction, musical direction, uniform direction and merchandising.