Level Vodka mobile bar
This one goes way back, but I love to show it because it has an inherent “cool factor,” and a fun design hook that reads from afar. Level Vodka was the first ultra-premium offering from Absolut.
At G2, Grey Advertising’s Branding and Design agency, we focused on non-traditional advertising, developing brand guidelines and design language extensions to below-the-line touchpoints for several Absolut Spirits Co. brands. This often included in-store and on-premise locations spanning both consumer and trade marketing activations.
Part of my role as Creative Director of the Industrial Design team was to lead the development of custom-made products, 3d merchandising, and experiential activations.
With a twist, please
The functional need of the bar was simple – to travel to event locations and serve drinks. But where’s the fun in that? My spin on this design is that it would transport as a pristine, gloss white form and swivel, unfold and extend into action.
Neat!
The removable guest-serving cocktail tables, complete with digital screens, nest into each side, revealing back-lit working areas for two mixologists at the bar. The garnish tray, speed rail, and storage areas are articulated as well.
Straight up
Keeping the momentum going from concept sketch and initial renderings, I made a full-scale foam core mock-up creating buzz with the client and giving Absolut mixologists a chance to weigh in and confirm the layout and ergonomics were “just right.” This was later given to the fabricators as a reference to speed manufacture. The cart was so popular that it was adapted to serve multiple brands by simply interchanging illuminated brand signage.
Production prototype and technical drawing sample – these bars were put into circulation before we could get professional shots!
