Starting from the initial brief, we developed the Bodega Concept – an authentic Cuban neighbourhood store reflecting Havana Club’s heritage and everyday life in Havana.
Moving beyond the original kiosk approach, the concept was refined into a more brand-driven and spatially immersive experience. Selected elements were subtly integrated, while the focus shifted towards a culturally grounded bodega atmosphere – deeply connected to the brand’s roots and the lived reality of Havana.
The resulting concept translates Cuban culture into a vibrant, tactile and emotionally engaging brand experience. Originally created for a single trade fair appearance, the strong response led to its further development into an internationally scalable exhibition concept.
Alongside the spatial and graphic design, a set of international brand guidelines was developed to ensure consistency across global markets.
Translating Cuban culture into a vibrant, tactile and emotionally engaging brand experience.
The Bodega Concept was first realised in 2023 at Bar Convent Berlin, initially developed as a trade fair stand to showcase the full Havana Club portfolio. Due to its strong reception, the concept was rolled out internationally, serving as a reference framework for multiple markets. As part of the 2023 experience, a small hidden tasting area briefly featured the Iconica Collection.
In 2024, Havana Club returned to Bar Convent Berlin with the Bodega Concept, implementing it once again as a central brand space. In parallel, the Iconica Collection was presented separately in its own dedicated stand.
In 2025, following Havana Club’s brand update, the existing Bodega Concept was carefully evolved to align with the new colour palette and refined design language. By adapting graphics, surfaces and selected elements – while continuing to use the existing furniture – the stand was refreshed without losing its established identity. An updated set of international brand guidelines was developed to support future implementations.
As part of the Bodega Concept, we also developed a range of custom merchandise and give-aways that extended the experience beyond the stand itself. From concept and design to material selection and production, the entire process was handled by us.
