beck's creative laboratory by from

The design for Beck's new creative laboratory is an ever-changing floor topography; where different elements emerge from the ground to allow the space to be transformed from a night club, to a bar, to a lounge, to an exhibit space, or any combination.

When the Beck's Key button embedded in the floor is pushed, the hydraulic pump in the slab is activated and from the luminescent floor emerges a pod that- much like unbottling a Beck's beer- reveals a surprising unfolding... there are 3 types of pods (small, medium and large) which vary in size to seat 4, 6 or 8 people. Each pod is accessed individually so as to create an almost infinite combination of arrangements and allow the space to always be different and never look unoccupied. From the center of each pod is also a pole that can be hoisted up separately. These poles become structure to support exhibit panels of any desired configuration. The space is also hugged by a more permanent lounge-type seating, formed by a continuous band along the perimeter wall. Parallel to the lounge seating are low tables which are also activated by stepping on the glowing key sign embedded in the floor.

The entrance door is a large glass pivot door with Beck's Key silk screened on. A stream of bubbles welcomes you at the entrance with a swooping band that begins at the entry as a vertical surface and swiftly twists to become the horizontal surface of the bar a finally curves up to die into the ceiling and suggesting infinite continuity.
A new product called Plexi-neon is used to create a dynamic lighting effect; beginning from the entry way these linear flexible lighting fixtures carry our eye all the way to the back of the space, culminating into shapes that spell: Beck's.