fusion wrapping by valerio campi from italy

Everything is born from the association between beer and glass. The same way as the glass bottle is the ideal container for a Beck’s Beer, the Beck’s “bar” is the ideal container of events, meetings, and cultural experiences. Container and substance, space and life.
Our bar therefore resembles a social container, a wrapping modeled as a molten crystal that then solidifies to form versatile spaces; it’s a place dedicated to young foreign university students, who have become always more common in the life of our city.
The university student that has decided to study in a foreign country is a decisive person, whos ideas are clear, and who knows what he wants; he doesn’t need to follow trends, but actually creates them; he’s open to new experiences and free from fashion; he’s creative, and doesn’t limit himself to existing, but wants to try and enjoy fully every moment, like drinking a beer in company.
The Beck’s place is an aggregation spot in this multicultural reality, where one may find, confronting themselves, the latest forms of art or the future leaders of tomorrow.
The concept of fusion is tied to the “fusion” of cultures and ethnic backgrounds. Forty, 50 cm thick, laces surround and wrap two-dimensional spaces which, placed closely together, create a three-dimensional bar. Each band has a specific role. All of the functional elements such as tables and chairs, lighting, screens, and the actual bar stand are formed from the solidifying of these bands. Wherever a band is present, a variety of light effects are created thanks to the integrated lights. The long bar is made of many bands, each with different heights and shelves, creating single sections in the bar stand. This allows everyone to have their own space to ask, stop, and consume a Beck’s beer.
On the opposite side, the meeting spot between each band and the floor generates a different type of seating. There are seating arrangements for all needs: tables with normal chairs, chiaises-longues, and also only small areas for resting a short period of time.
The entrance side is made of many bands which create the container-stage for the DJ. Various bands define the two entrance portals. In the end, a large screen emerges from a band: it’s the Beck’s brand magnifier, that together with the eye-catching signs that come out of the ceiling, constitutes the key of the whole place.
The Beck’s bar was thought as a night club but thanks to its multiuse internal arrangement and its large free internal space can be used for live music performances, artistic expositions, and fashion shows.