For the launch of its new fashionable beer product, the ‘Steinie’ bottle (named after a historical, classical bottle from the Sauerland region) the company had the idea of reinventing the traditional mobile beer bar.

Mobile beer bars: they line the streets at every fair or festival and have been conveying the same atmosphere since time immemorial, namely down-market, functional and over-branded – and certainly not a design object. Rather the opposite, in fact. We tried to change all that with the Veltins pop-up-loft.