FIRST PLACE: Tree House Brewing Company - Greater Boston

2024 INTERNATIONAL VISUAL COMPETITION AWARDS

Food and Beverage/Consumables

AT 26,000 SQUARE FEET, Tree House Brewing Co.’s (Charlton, Mass.) Tewksbury, Mass., locale blends reuse, authenticity and colorful merchandise. Aiming to strike a balance between an upscale and approachable vibe, the brewery/golf clubhouse/restaurant combination presented challenges in design and merchandising throughout.

“We didn’t want it to be a retail shop within a brewery, we wanted it to be its own experience,” says Joe Vecchione, Associate, Senior Architect, Bergmeyer, of the retail space within the brewery. “Each perimeter fixture was carefully curated to showcase their ever-changing inventory. We also accessorized glass cases featuring vintage golf books, buckets of golf balls – ones you might find on a driving range – to round out those displays and give them balance.”

this page: Using dark walnut and bespoke details, merchandise pops in the brewery.

Some other highlights include the brewery’s dark walnut interior complemented by custom graphics and bespoke rugs. A handcrafted sign made using 3462 golf tees was created through a collaborative effort between Bergmeyer and Tree House during the design process. The space also includes three unique beer lifts, inspired by ones found primarily in The Netherlands.

As the brand’s first brewery/golf clubhouse combo, it was important to create a balance between both worlds. “By establishing a strong retail presence and multiple layers of customizations, visitors are met with a unique, cohesive experience that emphasizes the synergy between the two worlds of craft beer and golf,” reads the submission.

The best part of the project, according to Vecchione, was the collaboration between the retailer and design firm: “Working with Tree House’s team has given us a new and deeper appreciation of their brand,” he says. “Their vision and willingness to bring their brand to new frontiers on a regular basis is inspiring.”

PHOTO GALLERY (14 IMAGES)
📷 BERGMEYER/FLAUNT