Anheuser Busch Inbev
Hospitality Concept Design & Playbook
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.