What if ABinBev could wipe the slate clean, and Craft enthusiasts could try a beer a new way: by color. No labels. No brands. No preconceptions.
Role : Concept, Art direction
A three-room, sensory deprivation experience that lets drinkers browse and sample AB InBev's High-End portfolio of beers by color, using a massive digital screen.
Room One : The Clean Room
Everything in the Clean Room is set up to redact and reset the senses. A guide will offer the participants coffee beans to reset their sense of smell, and pickled ginger to clear their taste buds.
Room Two : Color Immersion Room
Walk into the Immersion Room, and they’ll be greeted by a bright gradient of golden color projected on a giant video wall will encircling the room. Mounted on it are unmarked taps pouring a range of stout-blacks to light golden ambers, each corresponding to a color on the video wall behind it.
Once they find a beer they like, they can take it to a multitouch table in the middle of the room and their RFID enabled glass display on the tabletop everything from the name of the beer to pairing suggestions. Tap “favorite” and all of this data will be saved to the app on their phone.
Room Three : The Lounge
Finally, tasters will proceed to the end of their experience in the lounge. It will have opportunities to relax, reflect on the beers they favorited, and interact more with brand representatives.
After The Event : The App
Favorite beers are recalled via the app. It creates a personalized palate profile based on each individuals tasting data that can be used to suggest other beers they’ll like.