Bathing in Belgium's first beer spa
Beer spas. A tradition in the Czech Republic, but not in Belgium — despite our nation’s rich beer culture. Until now. After a trip to the Czech Republic and a visit to a beer spa, two young Belgian friends returned home with hydrated skin and a plan to launch the first Belgian beer spa in the heart of Brussels. We helped shape this ambitious project from its inception onward, including naming, branding and interior design. During our research, we noticed that most Czech beer spas are more beer than spa. Dark, lots of neon, and an overall pub vibe. This wasn’t exactly our idea of a soothing wellness experience. Instead, we decided to create a sense of relaxation and intimacy, but with a link to what distinguishes Bath & Barley: beer, bathing and Belgium’s beer heritage.