Based on this analysis, the target groups identified so far (mature, well-to-do and established men) are expanded with a new market segment – the energetic “young professionals”. In the brainstorming phase, different designs are created which offer solutions for the design question. But the private bar only gets its final signature look in the concrete product development phase – when all the components are created by hand in cooperation with an exclusive interior design company from Dresden.
The colours and materials used here are painstakingly chosen to suit the brand and its design language. The newly designed elements of the luxurious bar are implemented in cooperation with experts in the fields of refrigeration, kinematics, control technology, LED technology, metal construction and leather processing, who all contribute their expertise to this project.
The design process results in an exclusive, handmade whiskey bar. With a design inspired by the classic Johnnie Walker bottle, the frame is an impressive size, at over two meters long and 350 kg. The way the bar opens highlights its luxurious character. The front and main parts open at the push of a button, and with a 90-degree twist in the opposite direction, the lower part of the bar is lowered. This allows a glimpse into the inside of the bar.