WeWantMore taps into beer, bathing and Belgium’s beer heritage in design of first Belgian beer spa.
In the Czech Republic beer spas been around for quite a while. In Belgium - a nation known for its beer culture - the concept hadn’t found its way in yet. Until now, that is. Bath & Barley is Belgium’s very first beer spa. Location? Brussels. Design? By WeWantMore. The Belgian design studio created the complete brand experience, from the interior design down to its branding and naming.
Most Czech beer spas are more beer than spa. Darkened, picturesque with a pub vibe. Green or red neon lights included. Not WeWantMore’s idea of a soothing wellness experience. So rather than playing the beer card, the studio focused on creating a sense of relaxation and intimacy, but with an undeniable link to what sets Bath & Barley apart: beer, bathing and Belgium’s infamous beer heritage.
The façade immediately sets the tone. A curved copper installation doesn’t reveal much, yet just enough to get a glimpse of the spa entrance and shop. It’s inspired by the ancient copper kettles used to brew beer. Once inside, the arched shapes evoke a sense of intimacy and calm.
Dried barley and hops are hanging 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 ground floor.
Located in the old city center of Brussels, the building itself housed a beautiful vaulted cellar. In that downstairs area, WeWantMore continuously worked with more 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 are yet another link to Bath & Barley’s story. The railing of the staircase only adds to it. You’ll recognise knights, kettles and beer barrels. The minimally illustrated icons are part of the visual identity but return in the interior design in a steel version.
„The façade immediately sets the tone. A curved copper installation doesn’t reveal much, yet just enough to get a glimpse of the spa entrance and shop. It’s inspired by the ancient copper kettles used to brew beer.“
