AB Inbev purchased Goose Island Beer Co. in 2011 with hopes to build upon the craft beer market and turn it into something greater. 555 International was brought in to redesign Goose Island’s original Chicago brewery and restaurant in Chicago with a new aesthetic and intention for rollout in the States. 555 knew the preservation of Goose Island’s unique story would be key to the future success of the brand and used this to drive a holistic design concept focused on three key principals: uniting the people, the products and the processes that make Goose Island great.
The new space is sleek and modern, balancing the raw-urban, gritty and traditional roots of the brand with a refined aesthetic. Walking into the reimagined space, the layout is entirely new, with a noticeable openness and connection between rooms that previously did not exist. Brewing facilities once hidden behind walls are now visible behind full-height glass windows, allowing visitors to engage first-hand with Brewmasters. The Brew House’s now spacious open kitchen, dressed in glazed brick tile, is eye-catching with a wood fire grill that reinforces a rustic yet casual environment. While designing for function and efficiency in the operational spaces, the aesthetic and details were placed front and center to draw attention to the process – brushed aluminum draught pipes snaking overhead connect the brewery to the main tap at the central bar.