Frozen beer or Kirin Pop Up Storeby | 22.09.2013

Kirin Pop Up Store

... Asian youth rather shuns our beloved beverage, associating drinking beer with square middle-aged business men. 

This is why KIRIN, the Japanese market leader in terms of beer, is trying now to change this image by promoting a new “frozen” beer. And it is exactly this beer for which Archicept City designed the so-called “KIRIN FROZEN GARDEN” - a modern, appealing bar that is supposed to attract young women and men. The inner life of the bar is designed decently and appears – thanks to the use of wood, soft light and warm colours – welcoming. But the action is not limited to the bar. The rounded wooden tables and benches, which have nothing in common with the usual Oktoberfest furnishings but score with bright wood, wind through the interior of the bar to the open air, where they form the actual “Frozen Garden”. Many attractive seating accommodations are created, with the purpose of making visitors come together. The aim is virtually a big “party”-community, having fun together – and, of course, consuming “Kirin Frozen Beer”.

Guideline on 45 cm

The tables and bar are exactly 45 cm wide. This is not only an architectural but also psychological aspect. Because 45 cm correspond with the distance we sense as pleasant, when we sit opposite other people. There is closeness, but personal boundaries are not crossed – a guideline for the concept of the “Frozen Garden” bar.

A “Kirin Frozen Garden” is not located only in one place, but can be found in six large Japanese cities, among which are Tokyo, Osaka, and Nagoya. Counting 360.000 visitors within four months in summer 2012, the concept seems to be received well. Obviously, the idea of consciously creating a special atmosphere appeals to the Japanese. The interior concept manages to create small communities, where people enjoy clicking their Kirin Beer glasses. The organic shape resulting from the arrangement of tables does not only invite to having a beer with friends, but is also supposed to encourage visitors of the bar to approach the group at the next table.

The visitor shall be inspired by the openness of the architecture. In the best case, one might automatically associate the experienced positive emotions with the Kirin Beer. Since the beer led to this pleasant place and, in the end, one likes to share the enjoyment of a beer after work in the environment of such an appealing bar.