Bergmeyer is a design collaborative known for creative partnerships that bring architects, branding experts, interior and graphic designers and strategists together to create unique, carefully positioned, and visually arresting spaces. They recently unveiled Truly LA, the Truly Hard Seltzer brand’s first brick-and-mortar Tasting Room, located in iconic downtown Los Angeles.
The space draws on the historic artistic and modern boho vibe of the area and offers guests a fully immersive experience, combining innovative and surprising flavour experiences in tasting flights and seasonal share plates, accompanied by performances from local musicians, artists, and comics. Guests are able to select from ten exclusive new seltzer taps or enjoy cocktail-inspired fresh new seltzer beverages, indulge in a globally inspired food menu, and take in a performance all in the same venue.
As both pioneers and trendsetters in the hard seltzer category, Truly wanted to work with a design partner who could harness and build on the connection between the brand’s diehard fans as well as exposing it to a more diverse customer base by creating an authentic and memorable hard seltzer experience.
Bergmeyer translated this concept into an 8000-square-foot pavilion-style space serving as a cultural hub combining indoor and outdoor spaces across a range of functions, including retail and dining areas, bar and lounge areas, and exhibition spaces. Careful attention to detail was given to the interior fit-out, with custom millwork and furniture selections accented by vibrant graphics and signage. Thoughtful choices of materials, fabrics, and colour schemes allowed the project to offer a unique yet cohesive physical representation of the brand’s identity to bring the concept to life in a memorable and dynamic way.
Contrasting dark and light hues accented with warm woods create an earthy, organic vibe that is also hip and modern, blending industrial and raw elements with an inclusive, progressive vibe. Locally commissioned art murals set the tone for a cultural and creative brand experience.
Minimal intervention was done to the existing building – rather it was treated almost as a blank canvas open to artistic vision and future iterations. Expansive glazing and bi-fold doors blur the lines between indoor and outdoor, neighbourhood and living room, and guests and friends. A lush outdoor garden and café transition into the brightly coloured and vibrant indoor pavilion. Strategic track lighting highlights the energetic colour scheme, lending the space a vitality which is palpable to guests.
The centrepiece of the tasting experience is a semi-circular bar featuring a fluted tile face open to a stage area where local performers are able to showcase their creative talents. The taproom has also partnered with event producer Live Nation to livestream select performances across the globe, further cementing creative connections across the brand’s fan base.
The end result is an immersive, alluring experience which seeks to delight and captivate guests by exposing and elevating undiscovered local creative talent via an adventurous, fun, and thoroughly original tasting experience offering a game-changing twist on the hard seltzer beverage category. Truly LA is perfectly positioned to take the brand into the next phase of its articulation to a whole new audience of customers.
