Ottakringer, Austria’s second largest brewer, has launched a party and beer shop in Vienna, with interiors and graphics created by 20/20 in what is a â‚¬350 000 (£238 000) project for the group.
The 400m2 space opens tomorrow. It is the first of what is hoped will be a nationwide chain and is part of a move by the brewer to expand its brand presence and recognition in the country, says 20/20 managing director of design and strategy Jim Thompson.
Interiors feature raw materials such as steel, timber and glass, says Thompson. ‘It’s quite industrial, modern and honest, nothing precious or refined,’ he explains.
Yellow, the brand’s core colour, has been extensively applied and the space also includes rooms that can be seasonally themed.
The store offers a range of additional services that are designed to help people organise a party, including personalised beer labels and access to a wide variety of party entertainers, from jugglers to ‘pole-dancing go-go girls’.