Branding and Marketing Strategy for Hoegaarden
London – Manchester / United Kingdom 2005
osa_office for subversive architecture
Client: Inbev / Hoegarden
Team: Karsten Huneck, Bernd Truempler
Urban Oasis was a temporary interactive outdoor installation that challenged the relationship between urban and natural environments and looked at the effect this manipulation of space has on city dwellers.
With the Hoegaarden Urban Oasis, a living piece of nature in the heart of the city was created.This installation formed a physical and mental oasis for urbanites to step into, interact with and unwind from city life. The installation took the form of a natural pub that grows out of a turf carpet: first the lawn was laid on top of a timber structure, and then the plan of a 16-seater bar was drawn on the lawn using machines normally used for painting sport fields.These included tables and chairs, bar, stools, windows and walls.
A surreal touch was added by the inclusion of a painted typical title block normally found on a 2D plan. Turfed-topped furniture was added, growing gradually in height, starting from the entrance until it reached the full-height bar.