Instead of staging another front-facing brand experience, the concept shifts attention to what usually remains behind the scenes. Inspired by staff rooms, kitchens and back-of-house spaces, the stand reflects the core values of SIP as a bartender platform — exchange, collaboration and hands-on learning. Instead of stating these values explicitly, the design makes them tangible through spatial situations and shared experiences. SIP appears not as a loud brand presence, but as a host that enables encounters, allowing its attitude and purpose to be understood intuitively rather than communicated through overt messaging.
Where learning, culture and community meet behind the scenes.
Throughout the stand, brands are integrated through small, unexpected experiences rather than overt showcases.
Lockers turn into hidden tasting moments, everyday objects become interaction points, and playful rituals invite guests to explore the space at their own pace. Each brand moment is designed as a discovery — personal, tactile and slightly off-script.
Six brands are woven into the back-of-house narrative, each translated into a distinct gesture or interaction. From service rituals to humour-driven moments, the integrations reflect real bar culture — imperfect, human and memorable. Rather than competing for attention, the brands coexist as part of a larger system built around education and exchange.
At the centre of the space, a kitchen and communal table form an open bar environment.
Guest shifts, talks and spontaneous encounters replace traditional presentations, creating a setting that feels closer to a shared workspace than a trade fair booth.
Multiple entrances — from the main floor, partner stands and a concealed service door — blur the boundaries between front and back, public and internal.
We developed a flexible graphic system that runs across the entire Back of House experience.
Inspired by the visual language of staff environments — notice boards, schedules, handwritten notes and improvised signage. The informal, layered aesthetic strengthens the authentic back-of-house atmosphere and supports the overall concept of the booth.
The partner stands, also developed and designed by us, connect directly to the back-of-house space, extending the concept across the entire footprint. Monkey 47 interprets high-performance kitchen culture through The Monkey, while Havana Club continues its Bodega narrative rooted in everyday life and neighbourhood culture. SIP acts as the connective element between these individual worlds.
