Bath & Barley

Hospitality Bath & Barley
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Graphic design Identity design Interior design Brand concept

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.   

The façade immediately sets the tone. A curved copper installation doesn’t reveal much, just enough to glimpse the spa entrance and shop. It’s inspired by the ancient copper brewing kettles. Once inside, the arched shapes evoke a sense of intimacy and calm.

Dried barley and hops hang from the ceiling. Their perfume adds a sensorial element to the spa experience, while the dangling branches soften up the warm lighting even more. The exposed walls, raw concrete and blue stone complete the earthy feel of the first floor.

Located in the old city center of Brussels, the building contained a beautiful vaulted cellar. Here, we worked with traditional materials like copper, grain and stained-glass to keep the association with Belgium’s medieval beer brewing culture alive.

The stained-glass screens offer spa guests some privacy, while the church-like illustrations depicting beer brewing monks and priests provide yet another link to Bath & Barley’s story. The staircase railing further reinforces this connection: you’ll recognise knights, kettles and beer barrels. These minimally illustrated icons are part of the visual identity, but also form part of the interior design — though this time cast in steel. 

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