Konceptual took their cue for design of eMBe brewery from legendary Czech car
eMBe is the first brewery in the city of Mlada Boleslav, Czech republic. Mlada Boleslav is a home to world-known car brand Skoda, which served as an inspiration for both the name of the brewery and the interior design by Czech architectural studio Konceptual.
“The venue is located in now transforming brownfield and it gave the life to a forgotten Baroque malt house. The design concept of the brewery is inspired by the character of the city as a whole. The city name abbreviation MB became eponymous with colloquial naming of the Skoda 1000 MB car as “embé(čko)” creating the name of the brewery – eMBe. This cult automobile is imprinted in the logo and its application and the interior design as well. The restaurant area consists of three parts with different atmospheres. The main hall is conceived as a pub and is connected through a vaulted space with the brewhouse that offers a quieter atmosphere. Visitors can observe the brewing process right there during the day. The third space is a lounge suitable for private parties. The lager brewery is directly connected to the brewing area by big glass doors. Beer on tap flows directly from tanks. Valuable original features such as brick arches and stone columns were uncovered and repaired. All metal elements in the interior are black or copper, stainless steel is used only for gastronomic and brewing technologies. Oak wood had been chosen to complement the design as it softens the metal elements. A distinctive element of the interior is the lighting. The chandelier above the bar is made directly from refurbished original reflectors from Škoda 1000 MB. Benches and armchairs evoke the upholstery of this car. The visual identity is rooted in symbols of the car (the unique steering wheel shape, the typography on the car emblem, illustrations of the car itself) and mixes retro style images like half-tone illustrations with modern typography and a timeless color palette. The branding was used in a multitude of applications, like beer glasses, exterior signalization, interior decorations, uniforms, gift vouchers, etc. The project also included web design and the development of the visual identity guidelines. When I visited the site of the former malt house for the first time, it was clear to me that Mlada Boleslav’s automotive presence and the industrial past of the building will play a significant role in the project. The Skoda 1000 MB is a truly world-famous design piece, so when we were thinking about the concept, the inspiration by this legend was a clear choice,” says Barbora Mluvkova of Konceptual