Quilmes is the most popular argentine beer, we were presented with a hypothetical case in which they launch a lemon flavored variant and needed an exhibition or stand for the launch.
We developed the concept based on a Quilmes TV spot that was current at the moment in which two friends open a beer and are transported into an alternate reality where they are the "hot shots" of a Beer Comercial, the center of the party. We try to produce a similar sensation with our stand, taking the visitor into a Quilmes world.
The stand presents different areas with different functions going from a rigged stage where anyone can be in a tv spot, a series of Quilmes variants that never made it (ie. chocolate beer), and even a VIP sector. The stand also includes a bar so anyone can try out the new flavor and an overall look and feel that is characteristic of Quilmes.
With the launch of the new product line, we also incorporated a new product container (show at bottom), which is basically a can that opens up in a way that the whole top comes off making it resemble a glass/pint more then a traditional can.