:: mira :: by hannah macmurray from italy

Our Beck’s outlet called :: mira :: is a cool free-space - disco-lounge / event space / fashion-show catwalk space - with a central ‘super-beer’ bar.

The name :: mira :: is Spanish for ‘look’; we are a very vain generation, always conscious of the way we look but also comfortable with ourselves so we can look in the mirror or at each other and accept and enjoy what we see. The materials that make up :: mira :: ‘s structural parts are made of smoked black glass that is both classic and very ‘now’ with new applicable technologies making this material multifunctional - structural performance, electric networks, projections, heating. Glass’s natural polished surface reflects and reaffirms our existence while creating a clean and transparent space with nothing to hide! The bar’s name is purposefully flanked by double colons representing a new digital age which has become part of all of our lives.

From the outside :: mira :: is made up of a simple but imposing façade of smoked black glass with the internal key/bottle opener inspired shaped bar jutting outwards creating an external alfresco bar area. The bar’s main feature is the luminous conveyor belt carrying around Beck’s beer bottles reminiscent of a production line and tempting :: mira :: clients to quench their thirst! On either side of the bar there are two entries, one for men and the other for women. This part of the fun of coming to :: mira :: , if you come with your partner you may have to leave them at the door and search for them on inside…but you never know who you might meet on the way; a new way of socializing that recalls the icons at www.becks.it.

On the inside the multifunctional space opens up and invites Beck’s clients to mingle, meet, drink, and be free. The central uniform bar with the luminous conveyor beer belt sets the tone and makes forms flow and people mix without barriers. Seating is made up of modular pieces with custom-made cushions that can be moved around to create floor seating, coffee table, stools or for the very creative even lounge chairs! In the disco-lounge setting :: mira :: is the perfect mix between having fun and being glamorous; even a little virtual flirting is possible by sending sms messages to the overhead seamless message strip. This continuous strip runs the entire internal circumference of the bar and its moody red light adds an exotic luminescence to the bar’s atmosphere. In addition the rear wall of the bar are projection panels that shows the Beck’s logo as standard but can also be used for multimedia and promotional events.

:: mira :: is the quintessential Milano fashionable outlet of the future! Not only is the disco-lounge a trendy hot spot but in ‘moda’ mode the space transforms into catwalk scenario. With a simple relocation of moveable wall panels, placing of the bar covering, and by rearranging the seating modules the space becomes the coolest of fashion show presentation spaces. The WC area covered by the moveable wall panels becomes the prep area and the external bar areas can handle as many photographers as one can pack in; :: mira :: is a true fashionista!