AB-InBev SAMCOM 2020: Hoegaarden Booth

Hoegaarden has a small but loyal market in the US. This witbier (white beer) is recognized for a brewing tradition going back over 500 years, its unusual ingredients and finely crafted flavor. With the impending release of a new cherry blossom beer, Hoegaarden wanted to create a unique environment in which to share it with the wholesalers. We made the entrance to the space into an evocative flower and vine-draped trellis that transitioned people from the bustle of the trade show floor into a quiet and private garden, an environment built at a more human scale where people could slow down and enjoy a unique floral taste.