Branding
x
Retail Design
x
Strategy
The Concept
The Warehouse by PBR, a music venue/bar/practice space that serves to support small bands/musicians and bring the PBR brand to life.
3D model & Render by Mason Shuck
SketchUp build out/Lumion render
The Ask
Design the PBR's first-ever retail space. This space must both generate revenue and help build the brand.
Background
If I told you to imagine a PBR drinker right now, you have a very specific picture in your head of that person. Pabst Blue Ribbon has become the unofficial backbone of the urbanized creative with an almost "cult-like" following. Let's take that love for the brand and bring it to life for the creative community.
The Approach
Focus on the 3 main creative support programs that most people are unaware PBR has.
Art Can Contest
$10,000 cash prize and winners artwork on PBR cans.
1700 Naud
L.A. art space dedicated to up-and-coming artists/musicians.
Sound Society
Support for smaller acts both monetary and publicity.
Key Insight
Bands/musicians in larger cities are running out of viable places to practice due to condensed housing, the sparsity of rehearsal spaces and cracking down of storage units.
Quotes from interviews with musicians.
First Floor
Features
Sound Proof Practice Spaces
Monthly/Yearly Leases
Artist Management Classes
Mood Board of Practice Spaces
Second Floor
Features
Full Music Venue
National/Local Acts
PBR Dedicated Bar
Space for Creative Events
Mood Board of PBR Bar
Design Rules
Eclectic
Inclusive
Creative
Collaborative
Branding Guide & Mood Boards for Space
Launch Plan
Pre-Opening to create buzz.
Pre-Opening to create buzz.
At Launch of Warehouse
Learnings
A brand's reach is not limited to the products they make.
PBR's true "why" is to support creatives in all ways, they just happen to sell beer to fund that "why."
Passion makes for a better end result.
My obsessive passion for the PBR brand really pushed this project to the next level and increased my affinity for the brand.
Find excuses to learn new skills.
This project allowed me to play around in SketchUp and Lumion and I instantly fell in love with both programs. Let me play with a program for a few days and I will get it down quickly.
Getting a tattoo for a pitch...is an awesome story.
Before we pitched this project I got a PBR tattoo on my arm and even started building a jean-vest full of PBR patches and pins. I still love both to this day.
The Team
Mason Shuck- CBM
Taylor Kepley-CBM