Grolsch Design & Branding GAUSSHAUS by Coley Porter Bell

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Industry Beers and Ciders
Media Design & Branding
Market United Kingdom
Agency Coley Porter Bell
Designer Sven Grimmelikhuijsen, Mark A. Miller, Marissa Pretorius, Leviniah Dodgen, Jaques Nel, Luke Van Der Ness, Lee Arendse
Photographer Robin Sprong, Patrick Ryan Morris
Released August 2010

Credits & Description

Category: Consumer Products
Advertiser: GROLSCH
Date of First Appearance: Aug 16 2010
Marketing Manager: Mashinka Fourie (SAB Miller)
Creative Director / Designer: Rotem Shachar (Coley Porter Bell)
Executive Creative Director / Designer: Janet Kinghorn (Coley Porter Bell)
Designer: Marissa Pretorius (Coley Porter Bell)
Designer: Sven Grimmelikhuijsen (Coley Porter Bell)
Designer: Mark Miller (Coley Porter Bell)
Designer: Leviniah Dodgen (Coley Porter Bell)
Designer: Jaques Nel (Coley Porter Bell)
Designer: Luke van der Ness (Coley Porter Bell)
Designer: Lee Arendse (Coley Porter Bell)
Photographer: Robin Sprong (Robin Sprong)
Photographer: Patrick Ryan (Patrick Ryan Images)
Media placement: Caravan - South African Trailer Park - Old MacDaddy, Valley Road, Elgin Valley, Grabouw, W - 16 August 2010

Describe the brief from the client
To create a Grolsch experience without using any overt branding.

Specifically, we were invited to refit and decorate a 1940s Airstream caravan for a luxury trailer park style hotel.

Describe the challenges and key objectives
To define an unmistakably Grolsch environment without using any overt branding or references.

The execution needed to have such appeal that it would create record value through PR (digital, bloggers, radio, magazines), while still feeling like a great place to stay.

Grolsch’s brand positioning is about “charismatic mavericks” who always leave a mark, and the airstream needed to attract these types of people.

Describe how you arrived at the final design
Inspired by the metal caravan, the idea was to make the entire interior magnetic and create a variable, modular environment which guests could reconfigure to best reflect their true character.

Each element inside “Metalmorphosis” - lights, shelving, curtains, chairs and even the mosquito net – is magnetic and can be repositioned so that no two overnight stays need ever be the same.

The human-size pin screen, painstakingly assembled from 320 000 separate components, acts as an interactive room divider. A “temporary” logo greets people as they walk in and guests can clear the screen to make their mark.

Give some indication of how successful the outcome was in the market
"Metalmorphosis" is one of the most popular caravans at the park.

It has appeared in numerous décor and travel magazines and has featured on multiple blogs and websites, successfully creating over R1.5 million worth of PR to date.

It has been an exciting collaboration that has highlighted and explored Groslch’s position in the design world and will continue to strengthen their connection to contemporary South African art.