beck's envelope by alexandre stella from france

BECK’S

Beck’s bier is world-wide renown, its very German taste and “colour” being its principle asset. The origins of the harbour town Bremen in which it is brewed, as well as the “Key” that opens the gates of the world – symbol of the brand, strongly emphasise this international character.

On a global market scale (United Sates, Australia, United Kingdom, Germany, Italy, Turkey…), it is important to find out what makes the difference between Beck’s and any other bier.

If taste is an important criteria, the first approach to the bottle determines the attraction of the future connoisseur: the envelope, the packaging, the colour of the bottle, its shape and luminosity, the stamping and logo. With a determined and unique packaging, which can be found throughout the world, the bier’s specific character and traditional know-how are immediately recognisable.

BECK’S ENVELOPE
Considering the “envelope” as the axiom of “The Beck’s Outlet”, we will preserve the original concept of authenticity and specificity for this area.

1/ MATERIALS
Glass, aluminium and wood, of which are made bottles, cans and barrels, are recyclable and authentic materials, used for their specific qualities.

Glass leaves light and transparency combine with the honey brown colour of the bier.

Aluminium implies weightlessness, smoothness and an idea of modernity.

Wood gives a taste of cosiness, warmth and authenticity.

2/ ENVELOPE
The Beck’s Space is a curved, friendly and modern envelope composed of glass, aluminium and wood. Combined like a mosaic, these three materials alternatively restore the Beck’s colours, modernity and authenticity. The Beck’s friend is welcomed by a sensual and enveloping carpet into this space, where he will find many activities and happenings in a cosy and definitively modern atmosphere.

FURNITURE
The Beck’s Outlet furniture also associates the above principles:

THE ENVELOPE
It is used as a screen for projections.
The illuminations are integrated in the glass pieces.
The floor is composed of plateaux/steps/rampe. It is altogether a way of access, a sitting space and a dance-floor.
On the facade, the envelope is articulated to become a windshield or a terrace. According to the time of the day, the facade can adapt to make the Beck’s Outlet a sensitive space until night-time when it can be colourfully illuminated or closed in.

THE CHAIRS
The stainless steel folding and the genuine smoothness of the carved leather give them a touch of simplicity and authenticity, but also of sensuality and modernity together with a brute and robust aspect.

THE TABLES
Of a simple and pure shape, the table is both a carrier and a container. Glasses can be displayed on top when personal effects are securely protected in its hearth (bags, scarves, umbrellas, packets of cigarettes, books etc.), away from the tempted eye or to avoid any accidents (spilled glasses..).

The lounge tables, nailed to the ground, can be used as lights, masterpiece carriers or dancing podiums.

THE BAR
It is shaped in a deformation of the envelope. A split in its upper part offers a space for personal effects and ashtrays.