Based on a new ‘Espiritu Libre’ proposition, which targets 30-35-year-old male consumers, Space has created bespoke furniture and décor for dedicated Sol areas, which will be permanent fixtures for each bar.
The agency has used materials such as denim, worn leather, hessian, cast iron, wood, steel and vintage Sol bottles to create each space, while branding will be applied to the furniture and walls using rough stencils and stamps to create an industrial and relaxed look.
Partner bars include the Southwark Rooms in Southwark; Grand Union on Chancery Lane; The White Horse in Brixton; and The Woodman in Highgate, with more bars to be confirmed.
Nic Casby, Sol brand manager, said: "Sol is the definitive sunshine beer, however, we’re making efforts to move away from Mexican clichés such as fiestas and tequila; looking for unique and ownable ways to bring the brand to life.
"Space has risen to this challenge by translating our message to our target audience, creating spaces in which consumers can feel at ease while enjoying a bottle of Sol at the end of the day."
Sean Kelly, group account director at Space, said: "We have produced a series of bespoke premium permanent branded areas for Sol which create authentic, comfortable spaces for our target audience in each bar.
"This approach has resulted in a series of unique areas which intend to disrupt the drinker’s journey to purchase and prompt them to enjoy a bottle of Sol."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.Follow @samedwardsevent