Grolsch Proefbrouwerij

A look at Grolsch's kitchen

• Spatial design

In the Grolsche Bierbrouwerij, formerly located in Groenlo and now in Enschede, beer has been brewed for over 400 years. This quirky brand is part of Asahi Europe Ltd.

The question

Grolsch asked us to create a design for a special place in the brewery: De Proefbrouwerij (Tasting Brewery). Here, their master brewers experiment and innovate the brewing of specialty beers in small quantities.

our translation

A ‘look behind the scenes’ inspired our designs. The Proefbrouwerij is separated from the rest of the brewery by a glass front. Behind this you will find the kitchen as a workplace of, among others, Marc Janssen, where staff, experts, customers and guests can join in to taste, test and review the brews.

The details

From the belief 'Discover everything, but maintain the good' you can see both authentic and modern elements in the design. Stained glass, in addition to burned logos and actual ingredients are visible in the room. Moreover, the workplaces and the kitchen have been pulled together in style in order to create space for unique bear pairing.

The Proefbrouwerij can be seen in various communications, as a backdrop for commercials and is part of the brewery tour.

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