In 2020, the COVID-19 pandemic brought unprecedented challenges to the real economy. Nevertheless, China’s craft beer industry has experienced rapid growth in recent years, boasting an average annual growth rate exceeding 45%. Despite this, its market penetration remains below 0.5%, compared to 20% in Western countries, indicating at least 50 times more potential for expansion.
01 Background & Challenge
Beer Gas is an American-style dining bar specializing in craft beer, located within a community. In August 2019, the two managers aimed to redesign the store, which had been operating for over two years, in order to enhance the in-store experience and attract more customers. However, various complications prevented Beer Gas and Kancho from reaching a cooperation agreement initially.
August 2019 – Beer Gas Store Condition
At the end of 2019, Baoqi and another design agency proposed a renovation plan. However, due to discrepancies between the final outcome and expectations, combined with the outbreak of the pandemic, the renovation was delayed until May 2020 and remains incomplete.
Amid this uncertainty, the two Beer Gas managers halted cooperation with the original design agency and approached Kancho again. They hoped Kancho could take over to enhance the spatial atmosphere quickly and cost-effectively, improving quality while completing the existing basic construction—a necessary compromise for both parties.
June 2020 – Beer Gas Store Condition
This project presents a significant challenge, as the original design could not be altered structurally. Kancho, accustomed to such situations, often refers to himself as the “third party” or “firefighter” who steps in when previous collaborations stall.
02 Insight & Concept
△ Exterior facade after renovation
After a thorough site survey, several urgent issues were identified.
The original layout featured limited seating with seats spaced too far apart. We increased the seating capacity by nearly 30%, improving the overall efficiency of the space.
The original design felt too cold and inconsistent with the warm, relaxed vibe typical of craft beer bars and community spaces. We introduced new paint colors to enhance the atmosphere and warmth.
The original space lacked strong brand identity related to its “beer culture.” We boosted brand recognition by integrating custom soft furnishings and catchy slogans.
Beyond spatial issues, we aimed to transform Beer Gas into a community living room, fostering local connections.
Spatial Details
03 Field & Space
Project Details
Project Name: Beer Gas Craft Brewing
Designer: Kancho Innovation Research Institute
Project Design & Completion: May 2020 – July 2020
Design Director: Shi Yingzhe
Space Creator: Zhang Xiaoxing
Space Designers: Qu Yiheng, Zhang Ye
Brand Designer: Gao Ming
Project Address: Building 309-4, Sailuo City, Baiziwan East Lane, Shimen East Road, Chaoyang District, Beijing
Building Area: 230 square meters
Photography: Yuan Qifeng
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