Goose Island Brewing Company is known for a long-standing brewing tradition and a track record of innovation. The interior design embodies the brand’s Chicago roots: their passion for quality raw materials, the beauty of the brewing process, and the company’s role as beer educators. The overall aesthetic is therefore inspired primarily by Goose Island’s Chicago factory, implementing exposed brick – complete with hand-painted Goose Island logo, wire-brushed and charred woods to create texture and represent the barrel aging process, and brass and black metal detailing that references the colours found in the branding.
The design mandate consisted of developing a comprehensive design playbook for all future Goose Island pubs, with upcoming projects located in Seoul, Monterrey, London, Shanghai, and Sao Paolo. The design team identified a series of signature experiences to incorporate in each location. Key elements include the façade and entry experience, the bar as a feature, the dining area, and private tasting rooms. Beer is highlighted in every possible instance, from integrated product displays, to backlit growlers, to a wall of decommissioned barrels.
Exposed draft lines run from the bar to the back of house and a rotating draft beer menu is hand-written on Georgian glass and chalkboard displays. Most notably, the in-house brewery is the hero of the space, with vertically stacked elements that anchor the planning and give visual gravity to the process behind the beer. The industrial architectural language allows for the integration of utilitarian elements, immersing the user in the “factory” experience. In almost every location, the designers tried to expose significant amounts of the existing concrete and steel structure.
The designers embraced imperfection, and purposefully selected materials that will patina over time and gain character with age. This approach is complemented by custom-designed furniture and light fixtures that give charm and quirkiness to the space. The industrial shell is softened by hand-painted signage that echoes the artisanal quality of the craft beverages. Vintage brass coolers are a nod to the brand’s American roots. For a more elevated experience, guests can opt to dine in the barrel room, a darker upscale lounge space that highlights the barrel aging process. A textured, charred wood finish is used on the walls to emulate the charring process of the interior of a stave.
It was imperative to the design team that the interiors were casual, approachable, and a totally unique beer experience. By creating a variety of different types of experiences, guests are encouraged to return again and again. Whether they choose the dining area, communal tables in the main hall, the brewmaster’s table, or a seat at the bar, every instance provides a new opportunity to connect with the brand.
This design philosophy has been implemented in multiple locations globally. In each location, the designers optimized the site to create an amazing experience, whether it was with extensive outdoor patio spaces in Seoul and Sao Paolo, or an intimate, more feminine pub treatment in London, the Goose Island brand truly shines around the world.